121 BEVERAGE SALES & MARKETING Brand Development

As part of my job as VP Marketing for PromoWorks, I led the development of branding for a new division dedicated to beverage sales and marketing. 

I created the brand strategy and the name, directed creative development, wrote all the copy and led the production of sales materials and communication.

SITUATION

Beer, Wine & Spirits (BWS) sampling had been a small part of PromoWorks’ business as Retail Tastings with no marketing behind it. 

PromoWorks wanted to expand the business but had a few hurdles to clear. The name Retail Tastings limited the focus to “retail” and “tastings”. Key competitors focused on  both off-premise (retail) and on-premise, as well as sales and marketing.

PromoWorks is al

CHALLENGE

Create a new Beer, Wine & Spirits brand that:

• Separates from PromoWorks
• Appeals to adult beverage companies
• Promotes sales and marketing 
• Works for retail (off-premise) and beyond (on-premise, on-site)

SOLUTION

121 (One-to-One) Beverage Sales & Marketing

• Named to reinforce what the division does in an appealing, relevant way 
• Designed like an adult beverage label
• Portrays an authentic, "hand-craft
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SALES, MARKETING & TRAINING MATERIALS

Sell sheets, marketing materials and brand ambassador training materials were designed to reinforce the hand-crafted, quality image we were striving for.