{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/6ac549cceea51f2aa341fb98?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Getting ahead of the curve in-store w/ Jessica Kogan, HSP Brands","description":"<p>In an increasingly digital world, there is still little substitute for wine in people’s mouths. Doing in-store tastings is one way to get directly in front of consumers and get immediate feedback on products. Jessica Kogan, CEO of <a href=\"https://www.hspbrands.com/\" rel=\"noopener noreferrer\" target=\"_blank\">HSP Brands</a>, is focused on providing both an engaging consumer experience and capturing the data from in-store tastings to drive real insight and ROI for bev alc suppliers.</p><p><br></p><p>Detailed Show Notes:</p><p><br></p><p>Jessica’s background: co-founder of Cameron Hughes Wine, sold to Vintage Wine Estates and became CMO (took DTC business from $25M to $150M in 3 years), bought back HSP Brands from Vintage</p><p>HSP Brands Overview</p><ul><li>Conducts brand activations for adult beverages</li><li>Off-premise primarily (e.g. - national grocery chains)</li><li>Works w/ suppliers to sponsor tastings (1 supplier at a time)</li><li>Digitally promotes events, executes in-store tastings, and has data analytics platform to capture data and show trends</li><li>Usually sample 1 bottle, but can showcase portfolio of wine</li><li>Focused on CA, AZ, NV, TX</li><li>&gt;$100M of product sold, talked to &gt;1M consumers in the last year</li></ul><p>HSP customers</p><ul><li>Did FitVine’s brand activations</li><li>Works with 50-100 suppliers</li><li>Best suited brands are 1 - want to do persistent and consistent tastings with a connection to consumer marketing team; 2 - innovation brands, test for early results (requires being on-shelf and a website)</li></ul><p>Brand Activators</p><ul><li>Part-time employees</li><li>Want to or already work in bev-alc (e.g. - bartenders, hospitality, community connectors)</li><li>New trend: influx of college kids, recent grads; see the opportunity as a great way to learn how to present, interact, talk to people</li><li>Boomers do a good job of selling wine</li><li>Millennials / Gen Z tend to approach customers with more occasion messaging vs promoting a specific wine</li><li>Pairs team members with the right brands, including feedback from the stores and from the data</li><li>3 step training process (1 - in-person interviews; 2 - meet w/ current brand activators and go through an event; 3 - 9 part digital training module)</li></ul><p>ROI / benefits</p><ul><li>Believes tastings would outperform discounting for the same cost</li><li>Can identify trends in advance, often 8-12 weeks before Nielsen data</li><li>Cost of customer acquisition (“CAC”) &lt;$1/CAC, including credit for bottle sales over a 24 hour period, samples given, and conversations had</li><li>Other in-store tasting providers don’t report results, have zero visibility</li></ul><p>Pricing model</p><ul><li>Min 3 hours / $225 ($75/hr)</li><li>Sweet spot is 4 hour events</li><li>Goal should be 50-100 events in 2 markets</li></ul>","author_name":"Robert Vernick, Peter Yeung"}