In today’s market, having a celebrity endorsement can be the key to successfully marketing your product. Many Studies have shown that using celebrities can increase consumers’ awareness, capture the attention of your audience and make for a more memorable ad campaign. It also sets you apart from your competitors; hence many companies are opting to include celebrities on their products, including brands like Drinks Americas Holdings, Ltd.
Founded in 2004, Drinks Americas Holdings specializes in developing, marketing and distributing alcoholic and nonalcoholic beverages for sale primarily in the continental United States. It has also expanded its distribution network to certain international and duty free markets. Some of the famous faces included in the product lines are Donald Trump who is featured on Trump Super Premium Vodka, Paul Newman who is featured on lightly sparkling fruit juice drinks, music legend Willie Nelson is featured on the Old Whiskey River Kentucky Straight Bourbon Whiskey, and celebrity chef Roy Yamaguchi is featured on the brand’s award winning Y Saké, which is the first ultra premium daiginjo saké made in America.
Over the years Drink America has seen an increase in net sales due to celebrity endorsements. But all the success of the company cannot be attributed totally to the celebrities as the management has a wealth of experience in the industry. J. Patrick Kenny, Founder, President and Chief Executive Officer has over 20 years of success in creating and managing both alcoholic and non-alcoholic beverages at the world’s leading beverage companies, including Joseph E. Seagram and Sons and The Coca-Cola Company. Chief Operating Officer Jason Lazo, has held leadership positions at Seagram, Kraft Foods, and Entenmann’s Bakeries.
The company is continuingly increasing its product line and appeal by using celebrities as the face of their products. While celebrities can sell their product, the company faces another problem on the financial end. The company has invested profits back into marketing, sampling, promoting and general and administrative expenses which have led to negative financial results.
In the future the company is hoping to combat the negative financials by expanding their markets, adding to the number of Iconic brands, and begin shipping to international distributors. They are also working on putting into place a cost of goods savings plan that will improve gross margins and grow the company. The company also believes that continued sales momentum in the US on each of their products will positively impact their growth and route them to a more profitability company.
With the potential for further growth, experienced management and celebrity backing, Drink America has the potential to reach new heights.
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