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With as much as 50% of retail sales—both on and off-premise—influenced by the experience consumers have online, e-commerce marketing serves as a viable brand-building opportunity. In the latest edition of Park Street University's Essential Talks series,  Andrea Sengara, Head of Marketing at Campari America, shares her best tips for brands to harness the power of e-commerce.   

Sengara delivers a comprehensive overview of the key pillars to building out a robust e-commerce marketing strategy. She shares her insights on choosing a digital platform that works best for your company, the best ways to improve your digital performance and how to drive online conversions. She also covers strategies for creating a compelling digital shelf that will drive engagement.  Sengara encourages brands to avoid dead ends in their digital ecosystem by making it as easy as possible for consumers to make purchases online.

Key Quote:

"Recognize that e-commerce platforms and partners, yes they're a sales channel, but they're also a brand-building channel that critically influence purchase in that moment as well as outside that in the offline world as well."  

Sengara's talk was recorded at Bar Convent Brooklyn in August of 2021.

In this episode you'll hear from:

Andrea Sengara, Head of Marketing at Campari America

Mentioned in this episode:

• Campari Group: https://www.camparigroup.com/en
• Instacart: https://www.instacart.com/

Watch the full video on Park Street University's Youtube channel: https://www.youtube.com/watch?v=282RW25qEY8&t=11s

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On the latest episode of the Park Street Insider Podcast, Andres Correa sits down with Dave Smith, Head Distiller at St. George Spirits to break down his distillery's whiskey-making approach. 

Recorded just before the TTB issued its official definition of American Single Malt Whiskey, this episode traces the history of this category from the perspective of one of its earliest adopters: St. George Spirits. Smith offers his interpretation of what American Single malt should be and how St. George approaches this still developing segment.  He'll also get into where he sees the American single malt category heading in the coming years.

Smith will get technical about the production methods his brand uses to create its products, their approach to responsible ingredient sourcing, and his insider tips for a great tasting. 

Our conversation with Dave Smith was recorded live at this year's ACSA Convention in New Orleans.

In this episode you'll hear from:

Dave Smith, Head Distiller at St. George Spirits

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In this episode of the Park Street Insider Podcast, Heather Boyd, Managing Director of U.S. RTD at Beam Suntory, overviews the paradigm shifts that the ready-to-drink space is causing in the beverage alcohol industry. 

Boyd breaks down the major players and innovations driving the RTD segment, the guiding forces behind the trends in the category, and how emerging brands can navigate this new regulatory environment. She shares Beam Suntory's RTD innovation strategy from a legal compliance perspective, something she considers key in a category where regulatory lines are often blurred.

Boyd's talk was recorded at Bar Convent Brooklyn in June of 2022.

In this episode you'll hear from:

Heather Boyd, Managing Director of US RTD at Beam Suntory

Mentioned in this episode: https://www.youtube.com/watch?v=DVzGdSBZXcU&t=60s

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In recent years, we’ve seen an increased focus on diversity conversations in the wider beverage alcohol industry, but have these calls for equality moved the needle from a sales and funding perspective? 

In this episode, a group of esteemed industry members tackle the impact of diversity in drinks, and how to continue to effectively market and share the stories of diverse founders. They cover the line between authentic marketing and cultural appropriation, creating transparency around where work cultures need to improve and what work needs to be done to create a more inclusive industry. 

In this episode you'll hear from: 

• Lia Jones - Executive Director, Diversity In Food and Beverage
• Tuan Lee - CEO + Co-Founder VERVET 
• Kamuti Kiteme - Managing Director - Inclusive Investment Programs, Distill Ventures
• Jomaree Pinkard - Chief Executive Officer & Co-Founder of Hella Cocktail Co.

Mentioned in This Episode:

The Diversity Wheel: https://community.astc.org/ccli/resources-for-action/group-activities/diversity-wheel

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On the latest episode of the Park Street Insider Podcast, Emily Pennington sits down with Kat Hantas, Co-Founder of 21 Seeds Tequila, to discuss the brands meteoric rise and recent sale to Diageo. The two will dive into how Hantas used her personal experience to craft a brand that appealed to a previously overlooked consumer base. Listeners can expect to learn about 21 Seeds route to market strategy, how they utilized digital marketing to connect with their consumers and why their brand identity made them an attractive acquisition for Diageo.   

Guests Include:
Kat Hantas, Co-Founder & 21 Seeds

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As an ingredient supplier for co-packers across the U.S. in the early 2000s, Mark Anderson noticed the rise in consumer demand for organic ingredients. So when Anderson Co-founded Drake's Organic Spirits in 2017,  he decided to make health and wellness the foundation of his business.

On the latest episode of the Park Street Insider Podcast, Andres Correa is joined by Mark Anderson to discuss how the sustainable ethos of his brand filters into all aspects of the Drake's Organic model.  From production to packaging, they'll get into the methods his business uses to operate sustainably. The two discuss the history that led to his brand becoming one of the leaders in sustainable spirits production and what the industry at large can do to get in step with this trend.


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On the latest episode of the Park Street Insider Podcast, Emily Pennington is joined by Robert Furniss Roe and Juan Rovira, founders of Samson & Surrey. The two sit down to discuss their backgrounds in the industry, the formation of Samson & Surrey and their recent sale to Heaven Hill. They’ll explain the strategy for developing the brands in their portfolio and how Samson & Surrey’s core principles translate to a compatible partnership with the Heaven Hill team.
 

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On this special episode of the Park Street Insider Podcast, co-host Emily Pennington is joined by Paul Gabie, founder and CEO of ecoSPIRITS, to discuss an expansion into the U.S. market via a partnership with Park Street. Gabie shares the motivation for launching ecoSPIRITS in 2018, the issues it addresses within the alcohol industry, and why now is the right time to enter the U.S. market. 

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The RTD category may have seen an explosion in the last few years, but Charles Joly and Matt Lindner of Crafthouse Cocktails have helped refine the canned cocktail experience for the better part of the last decade. 

On the latest episode of the Park Street Insider Podcast, the two industry veterans sit down with Andres Correa to discuss the principles their brand was founded on and their growth over the recent years. 

They touch on how their on-premise background and marketing initiatives translated to developing some of the most popular premium RTDs on the market. The co-founders also break down how they navigated through the Covid-19 pandemic and their recent partnership with Dolphin Entertainment. 

Guests include: 
Charles Joly, Co-Founder & Crafthouse Cocktails 
Matt Lindner, Co-Founder & Crafthouse Cocktails 

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M&A expectations for the 2021 calendar year were upended when the pandemic continued for a second year. But while aspects like production volume and supply chain logistics were severely hampered, M&A activity remained steady.

 On the latest episode of the Park Street Insider Podcast, Emily Pennington sits down with some of the most engaged leaders in the industry to discuss the dynamics within the M&A landscape. Recorded for Bar Convent Berlin, this panel will break down the models that prospective buyers are using to evaluate acquisitions and cover the trends influencing this activity. 

Panelists include: 

• Britt West, VP and General Manager of Spirits, E&J Gallo
• Dan Gasper, Independent Drinks Coach
• Nick Papanicolaou, VP M&A, Business Development & Internal Audit, Pernod Ricard USA

 
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