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  • Writer's pictureLaura Valentino Romero

How to Build a Concrete Tier Partner Communication Framework

Ah, the intricate ballet of tastings and brand activations! It's not just about pouring a dram and hoping for the best, it's a full-scale production, my friends. Allow me to pour myself a glass of Uncle Nearest Rye Whiskey and let's dive into the nitty-gritty of how to make your tier partner communication sing—much like the notes of vanilla, dried orange, and oak in this whiskey.


Alright, first let's break down the key players you'll be working with within your tasting campaigns:


The Dram-tastic Five: Your Tasting Campaign Partners

1. The Manufacturer - That's you, the beverage wizards. You’re not just looking to sell bottles, but looking to create lifelong fans who'll name their dogs after your brand.

2. The Distributor - The middlemen who make sure your liquid gold gets to stores without breaking any laws. They're the ones who wheel and deal to get your brand on the shelves.

3. Retail Stores - Your local liquor store or supermarket that decides to give your brand the shelf space it so rightly deserves.

4. Brand Ambassadors - These are the folks who make you fall in love with your brand. They're not just selling, they're storytelling. And let's be honest, they're the life of your brand.

5. The Third-Party Agency - When you’re too swamped creating the next great beverage product, these agencies step in to manage your tastings. They've got a Rolodex of brand ambassadors who can talk char levels and finish like they were born with a Glencairn glass in hand.

The tastings game—it's not a one-man show, you know. It's like assembling a band, where you need the right mix of instruments to make beautiful music, or in your case, a successful tastings campaign. And let's be real, communication is the lead vocalist here.


Having been in the tastings biz for a decade (yes, time flies when you're having drams), I've got some tried-and-true tips to make sure everyone's in tune.


So, here are my four golden rules for keeping the lines of communication buzzing and the whiskey flowing:


The Four Cs of Tasting Campaign Communication

1. Clarity

Okay, listen up, picking your target markets and retail partners is like choosing the perfect playlist for a road trip. But here's the kicker, you've got to make sure everyone in the car knows the destination. I mean, crystal-clear, turn-by-turn GPS level of clarity.


Why? Because if you don't, you'll find yourself lost in the maze of tier channels, probably stuck in a metaphorical traffic jam, wondering how you got there. So, lay out your goals like you're telling a bedtime story to a five-year-old—simple, straightforward, and impossible to misunderstand. Trust me, it'll save you a world of hassle down the road.


2. Cadence

The weekly catch-up—it's like the family dinner of the tasting campaign world. You know, that time when everyone gathers around the table (or, you know, the conference call) to share the highs and lows of the week. It's not just a nice-to-have; it's a must-have.


Think of it as your weekly reality check. This is when you find out if you're the toast of the town or if you've hit a sour note, like running out of stock right before a tasting event. Yikes! But here's the good news, the sooner you know about any hiccups, the quicker you can turn them into a learning moment—or better yet, a success story.


So, make that weekly or however often check-in non-negotiable. It's your fast track to a tasting campaign that's not just good, but "let's have another round" great.


3. Capture

Let's talk about the unsung hero of any successful tasting campaign, good ol' organization. Imagine your communication flow as a river of whiskey (dreamy, right?). You wouldn't want any of that precious liquid to spill, would you? That's where a centralized system comes in—it's like the barrel that holds all that golden communication nectar.


Keeping track of all your chats, emails, and, heck, even those cocktail napkin scribbles, ensures that nothing slips through the cracks. It's like having a recipe book for your campaign, where you can easily go back and see what spices things up and what needs a little more stirring.


So, keep all your convos in one easy-to-find spot. Not only will it make your tasting events smoother than a 21-year-old single malt, but it'll also show you who's really pulling their weight and who might need a gentle nudge—or a swift kick.


Trust me, a little organization goes a long way in making your tasting campaign a hit.


4. Collaborate

Now, let's talk teamwork, the kind that makes your dream work. Each of your tier partners is like a member of your band, and you're the lead singer. You've got to make sure everyone's hitting the right notes, or else the whole gig falls flat.


Now, if you're feeling like you're singing a solo when it should be a duet, it's time to reassess. Are your partners amplifying your brand's awesomeness, or are they more like that guy who forgets the lyrics halfway through the song? If it's the latter, don't be afraid to shake up the lineup.


Remember, you're the star of this show, but even stars need a solid backup band to shine. So, keep the lines of communication open, and make sure everyone's in sync. If not, don't hesitate to make some changes. After all, the show—and your brand—must go on.


Managing a tasting campaign is like blending a fine whiskey—it requires precision, attention to detail, and a dash of artistry. If you're struggling to keep all your tier partner communication cogs in line, give us a shout. We've been in the game long enough to know how to turn a stumbling campaign into a standing ovation.


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