In this episode of Brave Commerce, hosts Rachel Tipograph and Sarah Hofstetter communicate with Matt Blevins, chief advertising and marketing officer at Heaven Hill Brands, the family-owned distiller of Evan Williams and Rittenhouse Rye, amongst others.
Matt shares why long-term model constructing stays important within the spirits class and the way disciplined measurement guides smarter decision-making.Â
He explains how digital discovery, from YouTube mixology to Reddit communities, shapes in-store habits, and why premiumization, moderation, and innovation are the true forces reshaping at the moment’s alcoholic beverage panorama.
Additionally, he additionally breaks down how the 90-year-old Heaven Hill decides when to modernize a model, why nuance is lacking from business headlines, and what it takes to remain grounded in client fact whereas the advertising and marketing world chases real-time optimization.
Key takeaways:
- Long-term model constructing and strategic persistence stay important in spirits.
- Digital discovery now closely shapes in-store buy choices.
- Premiumization, moderation, and innovation proceed to drive class tendencies.
- Brand modernization works greatest when rooted in product fact and distinctiveness.