2024 BEST PRACTICE AWARDS
( L ) Lorraien Terry , Vice President , JobsOhio Beverage System , with ( R ) Jacqueline DeGenova , Superintendent , Ohio Division of Liquor Control .
lets that told the story of each distillery , blending education with entertainment .
More than 20 renowned distilleries participated , each presenting two standout products to nearly 200 on-premise buyers . These face-to-face interactions sparked excitement , resulting in $ 106,000 in wholesale pre-orders — a testament to the impact of bringing together key players in the spirits industry .
Mark McLaughlin , global brand ambassador and whiskey specialist at Dead Rabbit Whiskey , summed it up perfectly : “ The real insight gleaned from this experience is the potential for similar approaches to be adopted by all control states in promoting Irish products ,” he says . “ The relationships fostered by the Ohio Liquor team through Bord Bia were palpable throughout the event . This success could serve as a compelling case study to replicate across the USA .”
REVOLUTIONIZING CONSUMER ENGAGEMENT
Another standout initiative was the introduction of OHLQ Bonus Releases in December 2023 .
These surprise releases of highly sought-after bottles — such as Old Fitzgerald Bottled-in-Bond 10−Year Decanter and Parker ’ s Heritage Collection — generated excitement across Ohio . OHLQ utilized its social media and email channels to announce the releases , driving a frenzy of activity at more than 200 locations . Stores were selected based on geographic location , compliance and prior successful participation in events . The releases were announced two hours in advance of the sale via email blasts and one hour in advance via a Facebook post . The response was astounding ; within an hour , 16,777 bottles were sold , amassing $ 945,000 in sales .
OHLQ also hosted a successful event in March 2024 , with the surprise release of Elijah Craig Private Barrel Proof and Old Fitzgerald Bottled-in-Bond 8−Year . Again , consumers responded with enthusiasm , snapping up 5,182 bottles and driving $ 461,000 in sales in a single day . This model not only excited customers but also ensured fairness , as the surprise announcements democratized access to rare bottles .
“ The customer response to this release strategy has been incredibly positive ,” DeGenova says . “ As such , we will continue to use this method so Ohioans of legal drinking age can have a better chance at finding that special bottle .”
OHLQ continues to hold surprise drops to allow for a fun , fair way to distribute highly sought-after bottles .
COMMITTING TO CORPORATE SOCIAL RESPONSIBILITY
OHLQ ’ s partnership with the Prevention Action Alliance ( PAA ), a nonprofit that helps prevent substance misuse and promotes mental health and wellness , highlights its deep commitment to corporate social responsibility .
Through initiatives like Dry January and Alcohol Awareness Month , OHLQ encourages people across Ohio to step away from alcohol and reflect on mindful drinking habits . The partnership with PAA goes beyond promoting responsible consumption . It also supports community wellness through education and outreach , targeting families , schools and organizations with resources designed to prevent substance misuse .
“ By collaborating with prevention professionals and other organizations , OHLQ aims to create a safer and healthier environment for all Ohioans ,” says Brian Hoyt , OHLQ ’ s director of corporate social responsibility .
One popular tool , the Virtual Bar , created by Responsibility . org , is an alcohol self-screening aid that helps people make informed choices about alcohol consumption . Available on OHLQ . com , the tool helps users gain a better understanding of how different factors affect their blood alcohol level depending on gender , weight , food consumption , what and how they drink and other important variables . The tool is featured online and promoted across OHLQ social media channels and newsletters throughout the year .
Additionally , OHLQ sponsors the annual Ohio Alcohol Conference , hosted by PAA , which brings together prevention professionals , legislators and community leaders to build
14 StateWays • Fall 2024 www . stateways . com