Hit the Bottle

Hit the Bottle

By Michael Wangbickler
About
From exploring the beverage buyer journey to leveraging modern public relations to how marketing automation is changing the way we engage with consumers, Hit the Bottle goes above and beyond the ordinary to ask questions and get answers about beverage marketing strategy, technology, and leadership.
More places to listen
From exploring the beverage buyer journey to leveraging modern public relations to how marketing automation is changing the way we engage with consumers, Hit the Bottle goes above and beyond the ordinary to ask questions and get answers about beverage marketing strategy, technology, and leadership.
htbpodcast.com

More places to listen

Ep 09 - Brand Building
Branding is one of the most important aspects of any business, large or small, B2C or B2B. A compelling brand strategy gives you a major edge in increasingly competitive markets. A brand is a name, term, design, symbol or any other feature that identifies your product or company as distinct from others. Brands are used in business, marketing, and advertising. On today’s episode, we chat with a leader in CPG food and beverage brands with a deep heritage in the wine business. Emma and I have an intimate discussion with another branding expert who has worked on some impressive projects… and our tip of the week is branding on a budget. This is going to be a good one folks, so make sure to listen to the end. Show Notes: Jon Sebastiani - Sonoma Brands - https://www.sonomabrands.com/ Julianna Kuetemeyer - Conspire - https://www.conspire.agency/ Balzac Communications - https://balzac.com
47:07
November 13, 2019
Ep 08 - Shipping, DTC, and 3-Tier
Forty years ago, only four states allowed for legal wine shipments to consumers. Today, 45 states allow shipments, with restrictions, from out of state wineries; but only 13 states and DC allow direct shipments from retailers. Shipping spirits is even more restrictive. On today’s episode, we chat with a gentleman whose company is making it easier for small-to-mid size producers to direct ship. Our discussion is about the challenges and opportunities wineries have shipping direct and through 3-tier distribution, and our tip of the week concerns the best method to ship free samples to media contacts. Don’t forget to hit that subscribe button, and make sure you give us a rating and review. Show Notes Steven Harrison - https://vinoshipper.com/ Cheryl Durzy - https://libdib.com/ Balzac Communications – https://balzac.comor @balzacomm Hit the Bottle Links: · Facebook · Instagram · Twitter · Website
38:59
October 28, 2019
Ep 07 - Event Know-How
According to Bizzabo, an event software company, 41% of marketers believe that events are the single-most effective marketing channel over digital advertising, email marketing and content marketing. There is no denying that events can be value marketing program, if done correctly. In today’s episode, we chat with a colleague who runs every size of event, and has seen most of the challenges and opportunities first-hand. Emma and I lead a discussion on how to run an effective marketing event. And our tip of the week addresses considerations in wine shipping and delivery for events. If you like this podcast, please consider following up on social. We’re htbpodcast on Facebook and Instagram, and realHTBPodcast on Twitter. You can also subscribe to our email list at htbpodcast.com. Consider leaving a review on Apple podcasts, or other platforms. And finally, please consider becoming a patron at patreon.com/htbpodcast. Show Notes Allison Levine -  Allison@pleasethepalate.com www.pleasethepalate.com www.pleasethepalate.com/blog Twitter/Instagram: @plsthepalate Jayme Hitchcok -  Jaymeh@yelp.com yelp.com Adrienne Stillman - www.winedirect.com @WineDirectHQ       (Twitter, IG & FB) www.adriennestillman.com @alstillman       (personal Twitter) Balzac Communications - balzac.com
57:31
October 20, 2019
Ep 06 - Finding Balance
A note about today’s episode… every mistake is a learning opportunity. Boy, did we learn a lot this episode. I may host this podcast, but I’m no audio engineer. Imagine my surprise when I went to edit the final and most of MY audio was garbled. I screwed up a setting with the recording software. Oops. So this episode took an extra day to edit, and even then, I did the best I could. You’ll notice some funkiness with certain sections. All I can say is that the content is amazing, and well worth looking past some audio ticks.  According to a 2018 survey report by Annum Health (now defunct), drinking and the workplace is an issue. The report highlights risky behavior, impacts on employee performance, and how there is a lack of knowledge of what to do about it. As members of the wine trade, it’s often hard to maintain healthy habits while being surrounded by such abundance. Our culture can lead directly to over consumption of alcohol, overindulgence of rich foods, and lack of sleep. These can all effect physical and mental health. In today’s episode, we discuss maintaining wellness and balance in the beverage biz with the co-founder of a Balanced Glass, and online community focused on these subjects. Emma and I chat with an individual who has chosen and maintained a healthy lifestyle for three years which led to an impressive transformation. And our tip of the week gives us pointers on healthy habits we can enact today. Show Notes: Contact information for @abalancedglass: Web: A Balanced Glass Instagram: @abalancedglass FaceBook Group: A Balanced Glass Twitter: A Balanced Glass The cost of alcohol in society: Center for Disease Control: Excessive Drinking is Draining the US Economy Physiological effects of booze on the body: NIAAA: Alcohol's Effects on the Body Contact information for Elizabeth Smith: Email: elizabethsmithconsulting@gmail.com Business Website:  elizabethsmithconsulting.com Facebook Business Page: facebook.com/drelizabethasmith Twitter: @travelwinechick
49:43
October 15, 2019
Ep 05 - Data Redux
Beverage producers have access to oodles of data. From DTC customers to key accounts to media contacts, data is the oil that makes the machine run, to coin a phrase from our friend Paul Mabray. In today’s episode, Mike Wangbickler interviews a visionary in the space, who is looking at how wineries and wine regions can leverage BIG DATA to make better business decisions. Emma and Mike lead a discussion on using data and technology for better public relations; and our tip of the week is gaining customer data while maintaining trust. If you like this podcast, please consider supporting us with a small commitment by visiting patreon.com/htbpodcast. Subscribers will receive member-only content which includes some additional marketing advice from yours truly, and well as a few more extras. You can also visit anchor.fm/htbpodcast/support to help us out. Show Notes Cathy Huyghe - https://enolytics.com Tara Goode - https://www.williamchriswines.com/ Thea Dwelle - http://vinewire.biz/ Balzac Communications - https://balzac.com
1:01:36
September 29, 2019
Ep 04 - Digital Marketing Basics
We’re living in the digital age. We have powerful computers in our pockets, and zettabytes of traffic move through the internet. We now have more access to information than ever before, but beverage producers still struggle to make it work for them. On this week’s episode I chat with a colleague about Facebook, Google, Mailchimp and lookalike audiences. Plus what’s new and next. I also lead a discussion on setting a digital marketing strategy, making the investment, and a few simple tactics anyone can start today. And out tip of the week is about Instagram advertising. Show Notes Guests: Simon Solis Cohen - https://www.hwy29creative.com Vanessa Hadick - https://premiercrusolutions.com/ Shana Bull - http://shanabull.com Cristian Ventura - https://winemarketingtx.com/ Balzac Communications - https://balzac.com Links: Instagram Advertising - http://business.instagram.com INSIDE A SOCIAL MEDIA MARKETERS SCHEDULE - http://shanabull.com/hello-from-shana
52:05
September 22, 2019
Ep 03 - DTC and other TLAs
According to the 2019 Direct-to-Consumer Wine Shipping Report by Sovos and Wines Vines Analytics, the value of the DTC shipping channel reached $3 billion in 2018, up from $2.69 billion in 2017. Volume was up by 9% to 6.3 million cases, and the average price per bottle increased to $39.70. All this means is that DTC sales and marketing is big business and continues to grow. On today’s episode, we interview an expert in the field of DTC wine marketing, whose agency works with wineries in the U.S., Canada, and Australia; Emma and I lead a discussion on how the DTC and PR departments can work more closely together; and our tip of the week is one suggestion on using CRM to capture and nurture DTC leads. Notes from the show: Direct to Consumer Wine Shipping Report - https://www.shipcompliant.com/dtcreport19/ Sandra Hess - https://dtcwineworkshops.com/ Sarah Horner – https://www.montinore.com/ Susan DeMatei – https://www.wineglassmarketing.com/ Balzac Communicatons – https://www.balzac.com
46:46
September 15, 2019
Ep 02 - eCommerce is Commerce
In 2018, Amazon’s share of the US eCommerce market hit 49%. That’s 5% of all retail sales across the country. They did this by giving people want they want… a convenient way to shop, personalized service, and fast delivery. What can the wine industry learn from this, what are the common mistakes, and what tools are available? On this week's episode, we interview a gentleman whose experience in winery e-commerce spans 15 years, with unparalleled insights; Emma and I discuss common winery pitfalls with some eCommerce experts; and our tip of the week is how to improve SEO for your website and increase traffic.  Notes from the show: "Top 5 Lessons Learned with CellarPass" - https://vimeo.com/356017994 Andrew Kamphuis - https://commerce7.com James Marshall Berry - https://www.wineandtheweb.com/ Jeff Stai - https://www.twistedoak.com/ Sarah Horner - https://www.montinore.com/ Balzac Communications - https://www.balzac.com
52:12
September 8, 2019
Ep 01 - Oh Data My Data
The sheer quantity of big data available to us marketers can feel overwhelming. The term drinking from a firehouse comes to mind. But without solid data points on which to make business decisions, we’re stumbling around in the dark. In this, our first episode of Hit the Bottle, we chat with a friend and visionary leader who is revolutionizing the way we look at data in the beverage business; Hosts Michael Wangbickler and Emma Criswell lead a discussion on how interpreting market intelligence and customer data can help us build better marketing programs; and our tip of the week is how to implement data-driven marketing.  Notes from the Show: Paul Mabray - https://www.emetry.io/ Thea Dwelle - http://vinewire.biz/ Susan DeMatei - https://www.wineglassmarketing.com/ Taylor Eason - https://corkandforkmedia.com/ Balzac Communicatons - https://www.balzac.com
56:56
September 1, 2019
Episode 0
Wondering what Hit the Bottle is all about? Here's a little teaser intro to whet your appetite. Episode 1 drops on September 1, 2019.
03:05
August 6, 2019
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