ADC Conference & Trade Show 2022: Highlights
Paul Rickett of VARketing!
Paul Rickett of VARketing! gave a presentation on integrating market and business intelligence into your distillery’s strategy, followed by a panel discussion. Moderator Darryl Lamb of Legacy Liquor Store led a conversation with Alayne MacIsaac, co-founder of Sheringham Distillery; Andrew Doyle, CEO Lonetree Cellars agency; and Rickett.
Rickett reviewed market data showing growth and consumption categories of Canadian spirits sales by province, plus the RTD market. He also spoke to the pandemic recovery market and future sales projection trends, with a focus on the particulars of the BC market. The topic turned to the brand-agent relationship, and getting spirits on the shelf. Rickett emphasized the need for distillers to assume an active role, and not simply let their distributor—whether large or small—take charge.
A former award-winning retailer, Rickett reviewed his own decision-making process in product selection, including: brand and product strength; sales trends in the category; shelf presence; and competitive positioning. Business factors like the investment and formats available, margin, relationship with seller and marketing support are also factors. Onboarding new accounts and creating feedback loops were crucial considerations discussed.
Finally, Rickett gave advice on how local messaging, tastings and sampling, producer promotions, marketing support, product knowledge and collateral material can help sell-through.
ADCC 2022 participants can access the full presentation here, using the password sent to attendees after the event.