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March 8, 2020•
As retail theater becomes more and more the “Rule of thumb” when it comes to trendy merchandising, spirits marketing has led the charge in this category. Woodford Reserve wanted to encapsulate on the iconic Mint Julep cocktail that is synonymous with the Kentucky Derby.
This piece needed to create a theatrical environment that spoke to consumers all over the country, but particularly to the Midwest and Kentucky region for those who purchase Woodford Reserve as their bourbon of choice for their Kentucky Derby festivities. Much like decorative windows or a theater stage, numerous props were chosen so that retailers could build their own environment that was best suitable for their store, their consumers and their promotions.
As the popularity of Derby Day has increasingly grown, consumers throughout the country dress up and invite friends over and prepare Mint Juleps for what has been dubbed as “The most exciting two minutes in sports.” Woodford Reserve is considered one of the super-premium bourbons in the marketplace and has a well-established customer base. It is often considered by new bourbon drinkers entering the category, but most importantly they wanted to create a fun environment so that they would consider Derby Day festivities surrounded by Woodford Reserve and the Mint Julep.
Client: Brown-Forman Corporation
Brand: Woodford Reserve
Main Channel: Beer, Wine and Spirits Beverage Retail
Year: 2020
Type: Temporary Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Temporary Display
Last modified: June 24, 2022
Designs interior spaces in new and renovated buildings; meets functional and aesthetic goals; researches and purchases furnishings and fittings; and establishes corporate or individual client base.
Bachelor’s or Master’s Degree in Interior Design, Architecture, Creativity, Spatial Skills, Attention to Detail, Multitasking, Problem Solving, Decision Making, Teamwork, Mathematics, Budgets, Research, Negotiation, Interpersonal Skills, Written and Verbal Communication, Knowledge of Local Codes.
The Account Manager is the person in charge of managing a company’s relationships with its customers. They are in charge of building long-term relationships with a group of customers and generally stay with customers for the length of their relationship with the company. The goal is to keep clients or accounts as long as possible. Account managers may be in charge of finding new business, be assigned prospects, given accounts, or a combination thereof. Tasks may involve project management, strategic planning, sales support, product design, service application, logistics, and marketing.
Account Management Experience, Client-Focused Solutions Experience, Project Management Skills, Ability to Communicate Client Needs with Staff, Talent for Influencing Client Management, Ability to Manage Multiple Projects and Relationships Simultaneously, Negotiation Skills, Listening Skills, Communication Skills, Presentation Skills, Time Management Skills, BA/BS Degree