Build Your Marketing and Sales Skills a Mile High!

Join Susan Mooney (Spirits Consulting Group), and Matthew Baris (SCG and the founder of Altitude Spirits) in a full-day session to boost your sales and marketing expertise as part of ACSA's Master Class Series. During their session they will cover:

Distribution
  • How to Present Your Brand to a Distributor
  • The Pros and Cons of Craft: How Do You Talk to a Distributor Regarding "Craft" Spirits?
  • What Builds a Compelling Pitch in Email vs. Face-to-face?
  • What Your Distributor Deck Should Look Like
  • How to Make Your Distributor Work for You

Account Management
  • When You Get a "NO" and How to Overcome it (and What to Avoid)
  • On-Premise and Off-Premise Pitches
  • Making the Most of Off-Premise Tastings
  • Early Adopter and Team Identification and Cultivation

Sales & Marketing on a Shoestring
  • Creating, Managing, and Analyzing a Budget
  • Your Own Backyard vs. Expansion
  • How to Create Value in the 4th Quarter, When Craft Takes a Backseat to the Big Guys
  • Case Studies and Examples

Budgeting
  • Effective Budgeting
  • Understanding What Team You Need
  • How to Compensate Salespeople
Meet Our Speakers
Susan Mooney
Susan has more than twelve years of experience in Spirits Sales and arketing from global brands to craft distillers and entrepreneurs.  She has played a vital role in the strategy, launch and success of new brands, including several start-ups that went on to lucrative exits. In addition to her time spent in global executive positions in Brazil, Europe and China, Susan has proven herself by successfully growing profitable companies, spearheading innovation and launching distinctive products. She founded Spirits Consulting Group in 2010 to create an integrated marketing and sales solution for emerging brands and has built a national team of experts who have both big brand and start up experience.  She is a recognized expert in the spirits industry who regularly speaks at industry related conferences, conducts workshops and authors research and trend forecasting for a variety of platforms. 

Matthew Baris
Matthew joined SCG to head up the product strategy and brand innovation practice. Formerly founder and owner of Altitude spirits, Matthew was at the forefront of the craft spirits movement. He has overseen the creation and development of liquor brands from concept to shelf, including production, brand development, and marketing and sales strategies.  At Altitude Spirits he created both his own products while simultaneously developing executable strategies for international suppliers entering the U.S. market. He is a creative innovator and manager with expertise as an entrepreneur having been at the helm of an independent distilled spirits company. He has conceptualized and implemented the sales and marketing strategies for many international brands entering the competitive U.S. market.  He is experienced in managing sales through the three-tier system and is an expert in navigating the U.S. spirits market with new brands.  Key competencies include: Product Development, Inventory Management, Supply Chain Management, Production Oversight, Marketing & Branding, Maximizing Operational Efficiency, Importing, Sales Chain Management, Team Planning & Development. Matthew received his MBA from Duke University’s Fuqua School of Business.
PRICING

ONE TRACK: $1500


TWO TRACKS: $3000


THREE TRACKS: $4000

WEEK AT A GLANCE:


Monday, August 7th -  Finance

8 AM - 5 PM: "Profit Mastery: Practical Financial Tools for Control, Survival, and Success" with Steve LeFever


Tuesday, August 8th - Finance

8 AM - 4 PM: "Profit Mastery" Day 2 with Steve LeFever

 

Wednesday, August 9th - Technical

"Exploring Yeast and Other Determinants of Flavor in Distilled Spirits" and "Optimizing Distillery Yields in Beverage Alcohol Production" with Dr. Pat Heist from Ferm Solutions

 

Thursday, August 10th - Technical

9 AM - 12 PM: "Post-Distillation Maturation: Wood, Water, Waiting" with Dan Farber, Osocalis Distillery

1 PM - 5 PM: Tour and panel session at Leopold Bros. 

 

Friday, August 11th - Marketing

9 AM - 11 AM: “Refreshing your Brand” and “Promoting a Unique Spirit” with Mary Kathryn Lo Conte, The Merz Group

11 AM - 12 PM: "In Your Own Words - How to be Brilliant at Telling Your Story" with Distill Ventures


JUST ADDED: 1 PM - 5 PM: "Getting the Re-order," "Bartender Engagement," and "Brand Ambassador/Salespeople Management" with Tony Bagnulo, B-33 Beverage Marketing and Ghost Coast Distillery 

 

Saturday, August 12th - Marketing  

8 AM - 5 PM: Distribution, Tactics for Successful Account Management, Sales & Marketing on a Shoestring, and Budgeting with Susan Mooney and Matt Baris, Spirits Consulting Group
ACCOMMODATIONS:

SpringHill Suites Denver at MSU Denver | 1190 Auraria Parkway

For your convenience, the American Craft Spirits Association has arranged

a block of rooms at SpringHill Suites Denver at MSU Denver. To reserve your space, please call Marriott reservations at 1.877.249.9279 or SpringHill

Suites Denver at MSU Denver directly at 303.705.7300, and mention ACSA

while making your reservation. You can also book online by clicking here.


Please complete your reservation prior to July 31st
as the discounted room rate of $174 will expire.
Questions? Contact Kirstin Webster at [email protected] or 616.745.6373
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