The retail branch of the Sobreo sales funnel is an important aspect of our marketing strategy. As a company, we have conducted extensive research on product, placement, price, and promotion in order to identify the most effective ways to sell Sobreo while increasing awareness. Our research shows that the best placements for Sobreo in retail are 1) chain stores that specialize in selling alcoholic spirits 2) specialty grocery stores 3) stores specializing in non-alcoholic spirits 4) independent stores selling alcoholic spirits 5) chain grocery stores, and 6) online markets.
Our research also indicates that the highest conversion of sales happens in liquor stores that effectively train their staff on the basics of Sobreo. Basic benefits such as Sobreo enhances the flavors and aromas of alcoholic spirits, our process reduces the ethanol burn in the spirit making a smooth drink, and Sobreo is a healthier way to mix when compared to high-calorie, high-sugar mixers such as certain soda pop, tonic, ginger beer, juice, syrups and more. Additionally, an easy way to quickly connect with health conscious customers is to tell them Sobreo is zerosugar, zero alcohol, with organic ingredients and zero artificial flavors or colors.
In nonalcoholic specialty stores our research shows that knowing which non-alcoholic spirit works best with each flavor of Sobreo is essential because non-alcoholic products (like their alcoholic counter-parts) will be mixed into a drink more often than being drunk straight or over ice. Retailers miss generating revenue when they focusing solely on the spirit sale versus creating an memorable experience by matching the spirit to the occasion, then presenting Sobreo as a compliment to the spirit that will enhance the occasion.
Within the non-alcoholic retail locations we have found most customers in this market will be 1 of 3 categories 1) Drinkers who are looking to reduce their alcohol consumption 2) Sober, we classify Sober as non alcohol drinkers (0.5% or less). 3) Individuals with specific health or religious requirements. By pairing Sobreo with the lifestyle, retailers can help customers understand how they can easily create low-ABV, non-alcoholic (0.5%), or alcohol-free (0.0%) California Cocktails made with Sobreo.
This is an excellent opportunity to increase revenue. Presenting your guest with the non-alcoholic spirit they are most interested in then offering Sobreo as the mixer, retailers have a better chance of converting visitors and increasing revenue versus the spirit leaving the store, knowing you are losing the mixer revenue.
Adding new customers from other demographics can be through some of the marketing techniques we spoke of in yesterday's post on "How to Increase Sales on Premise With Sobreo" available here.
Based on our research, it is also important to consider the small population of individuals in recovery who may crave sugar when shopping at non-alcoholic specialty stores. These individuals are looking for ways to avoid added sugars in their diet, which can lead to long-term health effects like cardiovascular disease and type 2 diabetes. Additionally, the goal of sobriety is to not rely on any other substance, including sugar. Sobreo can provide a solution to this problem by offering a natural sweetness that will not affect blood sugar levels while still triggering the brain's reward system. This can be a valuable tool for individuals in recovery who are looking for a healthier way to satisfy their sweet cravings.
With these talking points, on-floor sales staff should be able to effectively pair either alcohol spirit or non alcoholic spirit with Sobreo for the customer, generating incremental revenue off the sale of the mixer. When a $45 bottle of gin leaves the store, it is likely that the customer will be mixing it with something. With Sobreo, retailers have a potential to increase certain sales by 40% to 80% percent. Finally guest experience may positively increase based on staff presenting them the opportunity to try Sobreo, a new, healthier way to mix their drink versus their traditional mixer where you may have lost that revenue.
To help customers easily understand how to mix Sobreo, we provide tasting and pairing notes that suggest the best combinations of Sobreo with various spirits. These include:
Vietnamese Star Anise: pair with Tequila, Rum, or Mezcal
Non-alcoholic: pair with Tequila, Rum, or Mezcal
Tuscan Juniper: pair with London Dry Gin, Plymouth Gin, Old Tom Gin, or American Gin
Non-alcoholic: pair with Non-Alcoholic Gin
Valencia Orange: pair with Tequila, Mezcal, Vodka, Rum, or Brandy
Non-alcoholic: pair with Tequila, Rum, Brandy, Vodka
Indonesian Cinnamon: pair with Bourbon, Tennessee Whiskey, Whiskey, or Whisky
Non-alcoholic: pair with Whisk(e)y
French Gentian: pair with Gin, Campari, Prosecco, or Sparkling wine
Non-alcoholic: pair with Gin, Prosecco, or Sparkling Wine
Guatemalan Cardamom: pair with Rum, Aperol, Prosecco, or Sparkling Wine
Non-alcoholic: pair with Rum, Prosecco, Sparkling Wine
While these are broad generalizations, they work well for “day-today customers” who are walking into a store and quickly want to know how to pair a spirit with the occasion and then enhance both by presenting Sobreo as a new mixer & healthier mixer. It is important to note that these are generalizations for retail, bartenders and mixologists will mix Sobreo with all types of spirits. However, the focus in retail should be on providing customers with quick, easily repeatable, and memorable recipes that enhance the occasion when drinking a particular spirit.
Staff may talk about features like how each flavor of Sobreo sources 30 organic ingredients from around the world or how it takes 10 months to handcraft Sobreo including age Sobreo with American or French oak for 6 months and filtering it 12 times. However, our research shows that the most effective way to sell Sobreo is by matching it correctly to the customer's preferred spirit with their occasion while providing an easily remembered recipe. This ensures that we have a repeat customer not only for the spirit but for Sobreo as well, ultimately increasing revenue for retailer, distributor, spirit manufacturer (alcoholic or non-alcoholic) and Sobreo.
In conclusion, the retail stream of the Sobreo sales funnel relies on various factors including brand awareness, strategic placement, and effective sales techniques. By creating a strong brand image through targeted marketing efforts such as we discussed in yesterday’s post, Sobreo can attract more customers and increase its visibility in the market. Additionally, placing the product in high-traffic areas of the store can increase its visibility and attract potential customers for both the spirit that Sobreo is paired with and Sobreo itself. Finally, sales representatives should be trained to effectively match Sobreo with customers' preferred spirit and occasion, with or without alcohol, in order to increase customer satisfaction and promote repeat business.
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