Getting a booze sponsor doesn’t mean finding someone to stop you from having another shot of vodka. That’s a different kind of sponsor. For event planners, getting a spirits sponsor for an event can be a great way to keep costs down and increase attendance. But getting one of these deals is definitely not easy (unless you have a close connection; close as your brother owns Ketel One). Alcohol companies won’t just sponsor any random event, so for most party throwers, securing free alcohol will require creativity and persistence.
who to target
First, think carefully about your event and what your target audience/attendee demographic will be. The main reason any company will agree to sponsor an event is publicity and exposure. If the event you’re hosting is for a budget consumer brand, high-end distributors like Gray Goose and Patron probably won’t sign up. The most important thing to highlight is why the audience that is attracted to your event is a perfect fit for the spirits company’s target market. Understand what the potential sponsor is looking to do brand and market wise, and think about what they get, not you. If there’s some way to prove (or plead and convince) that promoting at the event will allow the sponsor to reach new customers or more potential customers than it could on its own, you have a compelling case that it stands a chance.
Lesser-known companies looking for an opportunity to build their brand can be great targets. There are tons of new spirits companies springing up every year, but few of them become household names at the bar. If you’re hosting an event for an emerging, trend-setting audience, why try an established brand that’s outdated? An unknown and emerging liquor may not only be easier to come by, but a better fit for the image of your event. Similarly, street brands like Alize are often trying to get their name out there and are therefore more likely to consider event sponsorship. As a final technique, do some good old-fashioned research: are there any spirits companies launching a new product, trying to expand into different customer markets, or suffering from sales and looking to refresh their image? Any of these scenarios indicates that the company could be open to a potential sponsorship opportunity if presented in the right way.
How to do it
Once you have the launch strategy, it’s time to act on it. The most direct way is to contact the alcohol companies directly and have them connect you with the representative that covers your market. Restaurant, bar, and club managers are also good sources for names and contact information for liquor representatives and distributors. If there are liquor brands these establishments are promoting for, even better: it gives you a starting point for identifying receptive targets. If the rep actually agrees to a meeting, being creative in exactly how the sponsor will gain exposure is often critical to sealing the deal. Promotional ties, such as co-branding the event on all marketing materials, placing the sponsor’s logo on the event or host company website, meeting midway, and having the sponsor hand out free samples but not host the entire event, are ways to create a win-win for both parties. Consider the who, why, and think outside the box about the how, and you just might have a chance (pun intended).