Posted by: Malisa Meresman in: Food/Beverage -
Mixology is no longer just for the pros. Instead of simply pouring a glass of wine or opening a bottle of beer – or mixing their spirit of choice with soda, tonic or juice – more and more consumers are experimenting with mixology at home.
This trend is pushing mixologists and bartenders to be even more creative, inventing innovative cocktails that will enable them to surprise their customers with something new. And the trend is also pushing beverage companies to be more creative with their offerings and to rethink how brands are built and marketed.
Pernod Ricard USA announced the establishment of a New Brand Ventures division two years ago to build up brands that have significant growth potential, and on August 6 the company hosted a happy hour spotlighting seven brands from this “incubation” division: Aberlour, Plymouth Gin, Lillet, Powers, Del Maguey, Smooth Ambler and Monkey 47.
The event began with a cocktail tasting that allowed guests the opportunity to circulate among the brands’ booths and sample signature cocktails while chatting with ambassadors from these “brands to watch.”
Following the tasting, the brand representatives gathered for a panel discussion moderated by Noah Rothbaum, chief cocktail correspondent and Half Full editor at The Daily Beast and author of “The Art of American Whiskey” and “The Business of Spirits.” The discussion addressed the innovations and industry trends propelling each of the featured brands.
The Finn team had the opportunity to attend the event on behalf of client Lillet, which has grown by embracing two things:
Posted by: Sir Arnold in: Consumer Lifestyle -
You may have heard about a hormone called cortisol, which is released when you’re stressed out, and is often coupled with heightened blood pressure. Over time, these factors can lead to high cholesterol and hypertension. Fortunately, reducing stress can be as simple as interacting with furry friends (like me!), which significantly lowers cortisol levels and improves your immune system’s functions.
A study found that when people took care of dogs for just three months, they showed significant drops in blood pressure and reactivity to stress. The days their ambulatory blood pressure fell the lowest were the days they took their dogs to work.
Aaron Katcher, M.D., the emeritus professor of psychiatry at the University of Pennsylvania, explains that because humans evolved solving problems about animals, animals have the power to retain our attention.
“When we are around animals, we become more joyous, communicative, expressive, and calm.”
So as Chief Morale Officer at LANE, a Finn Partners Company, if you’re ever in our Portland office I invite you to pet me, snuggle me, do some downward dogs with me, or take me to a meeting. I’m here for all of you and I am taking my new executive role very seriously.
Chief Morale Officer
Posted by: Rachel Neff in: Digital/Social -
Every brand has its evangelists and enthusiasts. These people know the ins and outs of your product or service and they sing your praises. But how do you find them? And why should you care about finding and cultivating them? We’ll cover why you need core evangelists and how to give them what they want.
Why You Need Core Evangelists
Your core evangelists are the canaries in the social media algorithm coal mine. The faster and more enthusiastically these individuals react with likes, shares and comments, the more the social media platform algorithms reward your content in the asynchronous feed. The algorithms think of your content like this: If the people who most often interact with your content don’t bat an eye at your latest post, then why should anyone else who follows you be interested?
Give Your Most Engaged Followers Stories to Share
One way to get more engagement from your most active followers is to give them stories to share about why they love and choose your company or brand. Here are some places to start:
- How the company started
- What you do differently
- Who your customers are
- Why your customers love you
- When your next big thing is happening
These types of content can help explain why your evangelists and enthusiasts love your brand, even if the content you are posting doesn’t directly apply to them. It’s very easy to assume that everyone in your audience knows who you are and what you do. Take the time to approach your online presence with fresh eyes. Even longtime followers can find value in new content that touches on topics you’ve previously covered.