360 Events & Promotions

Building a liquor brand takes years and great attention to detail. All too often distilled spirits entrepreneurs spend so much time and energy bringing a product to market that they assume the customers knows even the basic information. Promotions and events are important in the alcohol business because it is the best way to engage conversation with consumers to bring awareness to your product.

It is amazing how many times we have gone to drink spirits at tastings and events to learn more about micro liquor products only to find the person representing lacks the most basic knowledge of the brand. For example, one of the vodka brands at the Wine & Spirits Wholesalers of America (WSWA) show hired some outgoing women and men, yet when we asked where and what the vodka was made from there was a blank stare on these beautiful faces as they quickly fumbled with a tech sheet. By this time, our image of the vodka quickly changed. All of that hard work to bring this vodka to market went up in smoke–the only thing worse than a bad first impression is a forgettable impression.

It is so important to do your due diligence when hiring a promotions and events firm. We found a pretty cool, but very professional company called 360 Events & Promotions. Husband and wife entrepreneurs, Tom and Alexis Belway, started up the company in Hawaii over 20 years ago and expanded into the entire United States and Canada via a relocation of its corporate headquarters to San Diego, California. They reached this level of success through professionalism, trust and entrepreneurial drive to deliver quality and results. Experience is crucial–proven track records helps measure the amount of “bang for the buck” to execute a solid strategy.

Tom and Alexis really understand the intricacies of conveying a strong consistent message via brand ambassadors. They will know more about your micro liquor brand that you will want to hire them as your full-time salesperson. It is easy to hire a pretty face, but it is rare to find professionalism in the liquor industry that delivers long-term branding results.

Unless you plan on promoting your brand by yourself, it is important to research several agencies to find the most experienced professionals who understand your blood and sweat in the brand you are building.

360promonetwork.com