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Oliver Maruda
Co-Founder at The Whisky List
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The Bloody Big Drinks Summit
October 25, 2021, Online
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Online Partner Retailers: Under-Utilised And Cost-Effective Marketing Channels To Improve Brand Discoverability
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About the talk

We will cover the following points:
- An introduction to The Whisky List’s data and insights in whisky buying trends in Australia
- A discussion of the challenges new brands face including
- Competition, which is ever-growing in the Australian whisky scene with dozens of new producers every year (there will be more than 100 Australian whisky producers selling whisky by end of 2021, with dozens expected to come online next year)
- Consumer behaviour, which has changed with the increasing popularity of online shopping and the impact of the pandemic
- Brand discoverability - how the use of online channels is key, and difficult to navigate for new and existing brands alike
- Using online independent retailers as a marketing channel to build your funnel
- The influence online retailers have on educating the market on the variety, new releases and options available in market
- How they are a great asset for whisky brands to leverage to increase their discoverability via social media, online search, and other channels
- How it is an under-rated and cost effective marketing channel for the recruiting new customers to a whisky brand
- Our top tips on how to start implementing this and how to make it work best for you including the key brand assets to create
- A case study on Australian whisky is generally becoming more affordable as more producers enter the market



00:00 Intro

00:40 About selling

02:18 Australian Distillery Landscape 2021

04:30 Consumer Insights & Trends

06:45 Meet the modern customer

10:45 Becoming comfortable with ordering liquor online

11:58 Big chains

13:30 Demo

16:08 Visualisation of comparing Whisky

19:45 Online tips for Aussie distillers hoping to get discovered

31:00 Top Tips recap

34:20 Case Study

35:00 Getting Brand out in Market

About speaker

Oliver Maruda
Co-Founder at The Whisky List

Oliver Maruda, Cofounder and CEO of The Whisky List (TWL), Australia’s largest whisky marketplace. TWL has a strong focus on education through their popular virtual tastings, exclusive bottlings, personalised recommendations, as well as partnerships with independent online retailers, The Whisky Show and numerous whisky bars and distilleries across Australia.

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Interested in topic “Food and Beverage, FoodTech”?

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October 25 - 29, 2021
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