| Getting a liquor sponsor doesn't mean finding | | | | established brand that's old hat? An unknown, |
| someone to keep you from taking another swig of | | | | emerging liquor may not only be easier to secure, but |
| vodka. That's a different kind of sponsor. For event | | | | a better fit for your event's image. Similarly, urban |
| planners, securing a liquor sponsor for an event can | | | | brands like Alize are usually trying to get their name |
| be a great way to keep costs down, and drive | | | | out, and therefore more prone to consider event |
| attendance up. But landing one of these deals | | | | sponsorship. As a final technique, do some good ole' |
| definitely isn't easy (unless you have a close | | | | fashioned research - are there alcohol companies that |
| connection; close like your brother owns Ketel One). | | | | are coming out with a new product, trying to expand |
| Liquor companies won't just sponsor any random | | | | to different customer markets, or hurting for sales |
| event so for most party-throwers, securing free | | | | and looking to revamp their image? Any of these |
| alcohol will require creativity and persistence. | | | | scenarios indicate the company could be open to a |
| Who to Target | | | | potential sponsorship opportunity if presented in the |
| First, carefully think about your event and what your | | | | right way. |
| target audience / attendee demographic will be. The | | | | How to Go About It |
| main reason any company will agree to sponsor an | | | | Once you have the pitch strategy down, it's time to |
| event is for publicity and exposure. If the event | | | | act on it. The most direct way is to directly reach |
| you're throwing is for a budget consumer brand, | | | | out to liquor companies and have them connect you |
| high-end dealers like Grey Goose and Patron aren't | | | | with the rep that covers your market. Restaurant, |
| likely to sign on board. The most important thing to | | | | bar, and club managers are also good sources for |
| highlight is why the audience that is attracted to your | | | | finding out the names and contact info of liquor and |
| event is a perfect fit for the liquor company's target | | | | distributor reps. If there are liquor brands these |
| market. Understand what the potential sponsor is | | | | establishments are currently doing promotions for, |
| looking to do brand-wise and market-wise and think | | | | even better - it gives you a starting point for |
| about what's in it for them, not you. If there is some | | | | identifying receptive targets. If the rep actually |
| way to demonstrate (or beg and convince) that | | | | agrees to a meeting, being creative in how exactly |
| promoting at the event will allow the sponsor to | | | | the sponsor will gain exposure is often critical to |
| reach either new or more potential customers than | | | | sealing the deal. Promotional tie-ins like co-branding |
| they could on their own, you have a compelling case | | | | the event on all marketing materials, putting the |
| that stands a chance. | | | | sponsor's logo on the event / host company's |
| Lesser-known companies that are looking for a | | | | website, meeting halfway and having the sponsor |
| chance to build their brand can be great targets. | | | | pass around free samples but not host the entire |
| There are tons of new alcohol companies that spring | | | | event, are all ways to create a win-win for both |
| up every year, but few of them become household | | | | parties. Keep in mind who, why, and think |
| names at the bar. If you're throwing an event for an | | | | innovatively about the how, and you might just have |
| up-and-coming, trendsetter crowd, why try for an | | | | a shot (pun intended). |