2019 BEST PRACTICES AWARDS
VIRGINIA ’ S HOLIDAY DISCOUNTS AND PROMOTIONS
Each year , the Virginia Alcoholic Beverage Control Authority gears up for the holiday season with a series of promotions and discounts on spirits in more than 370 retail stores , innovative website and social media content , and in-store tastings . In 2018 the agency coordinated its biggest holiday campaign yet , with multiple promotions throughout the season on Black Friday , Cyber Monday , Door Buster Days and six category-specific “ Spirited Thursdays .”
The VABC saw overall revenue growth of $ 7.5 million during the holiday period of 2018 . That included a 24 % revenue growth on Black Friday , and a 60 % increase in online orders on Cyber Monday . The Spirited Thursday promotions , which highlighted a different category with five products offered at 20 % off each week , generated a $ 800,000 revenue lift .
Following the campaign , the agency conducted a consumer survey to measure the response . It showed an increase in the number
by JEREMY NEDELKA
of average visits to stores from 1.1 to 1.9 , and an increase in the number of bottles purchased per consumer from 2.6 to 3.5 , compared to 2017 . The results show consumers were more aware of the promotions than in previous years . The promotions were created in partnership with suppliers , who ensured inventory of discounted products was available in all stores when needed , and funded the 20 % off discounts for Door Buster and Spirited Thursday promotions .
The VABC has seen continued success with awareness around its promotions in 2019 , highlighting Virginia Spirits Month and National Bourbon Heritage Month during September . This year ’ s holiday campaign will begin early , with a Spooky Spirits Day promotion in October , when five products with a Halloween theme will be 20 % off . All will be supported by a robust statewide social media campaign to drive consumer awareness and continue to increase sales . •
MONTGOMERY COUNTY AND THE SAFETY ALLIANCE TEAM
Collaboration benefits everybody involved , and on numerous levels . For proof , look no further than the Montgomery County Alcohol Beverage Services in Maryland , for their program that benefitted multiple levels of the community , both in and out of the alcohol industry .
Originally a model derived from the Responsible Hospitality Institute , The Safety Alliance Team was revamped this year to address numerous community issues regarding businesses and events licensed to sell and / or serve alcohol . This alliance by KYLE SWARTZ itself is an informal network of regulatory and code-compliance agencies , concerned about the impact of dining , entertainment and event businesses on public health , safety and quality of life .
So explains Kathie Durbin , chief licensure , regulation and education , Montgomery County ABS . “ The Safety Alliance creates a central clearinghouse of communication and resource sharing to assist new businesses become better informed about roles and responsibilities , and provides a mechanism to monitor complaints and violations of existing businesses ,” she adds .
Partners include the Montgomery County ABS Licensure , Regulation and Education Team , as well as the county ’ s health department , permitting services , police , environmental protection , council staff and fire marshal .
In addition to disseminating applicable code and regulatory information to licensed establishments , the alliance also holds quarterly meetings to network and share code compliance regulations and public safety . During these meetings , speakers share resources , increase program buy-in and educate to compress regulatory efforts and streamline services to the community .
“ The team has seen many positives through networking and presentations ,” Durbin says . These meetings also help participants to “ stay updated on trends , and identify issues in the various communities . Having support / contacts from other agencies also helps to put out fires when alcohol-related issues arise .
Although considered enforcement , the Safety Alliance Team also acts in a proactive manner educating and developing positive relationships with businesses licensed for alcohol . “ The free Alcohol Education and regulatory Training ( ALERT ) is given twice monthly — open to all businesses and their staff ,” Durbin says . These proactive educational classes focus on alcohol laws , tobacco , hookah , outdoor dining , noises and sounds , fire , zoning and other related issues .
“ The team also helps businesses who sell and / or serve alcohol by conducting walkthroughs to identify potential violations , giving the business an opportunity to come into compliance ,” Durbin adds . •
20 StateWays | www . stateways . com | September / October 2019