The Halo Effect of the No/Lo Experience

I had the opportunity to spend time in the Russian River area of Northern California earlier this month, home to many wineries and restaurants. The pilgrimage to this region and that of Sonoma and Napa has been an annual fall event as far back as I can remember. I even got married and renewed my vows at a winery.

Due to health reasons, I am in constant search of alcohol free/removed wine options when I go out with friends. I have been able to find some wonderful brands in my retail stores with the juice coming from varietal grapes in prominent growing regions. I buy cases to have on hand.

I continue to be surprised that many restaurants don’t offer these kinds of beverages outside of sparkling wine; tastings at wineries only have sparkling water in a can available for me. I often carry a bottle with me, and I am so appreciative when a restaurant allows me to have a few glasses. I often give the server and operator a taste.

My friends and family continue to order their cocktails, beer and wine, but accommodating me makes our combined experience so much more inclusive and special. Even cruise lines have beefed up their spirit-free cocktail offerings that taste close to the real thing and command a price close to their alcohol counterparts. 

Knowing the unique preferences of your local customers is one pillar of category management, and such targeting can lead to growth.

This month we are launching a survey to determine the depth and breadth of category management use across all channels, all tiers of the Bev-Al industry. Would you please spend two and a half minutes answering some multiple-choice questions on the subject. For your time, you will receive a free consumer report, and you will be entered into a raffle for $100 gift card. We will share the results next month.

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