THE BOOZE BIN
by Rebekah Polster (@BekinBklyn)
Wine and liquor brands are bombarded just about every week to sponsor an event, whether it’s an art opening hosted by a friend of a friend’s friend or the Grammy’s. These “intimate” events range in grandeur and product amount, but at the end of the day, what does your booze client really get out of it?
This time of year especially, I’m on high alert – I find myself constantly checking out the brands both listed on the step-and-repeats and sitting on tables being sipped by the stars. I’ve spotted wines being poured at Fashion week and anticipate plenty of Oscar party step-and-repeats featuring liquor brands. But I’m in the biz– it’s my job to notice what’s being poured where.
So, do the normal folk actually notice what Champagne sits on the tables at the Golden Globes every year? (It’s Moët Chandon by the way.)
My clients have mostly been sponsors of low-budget events, such as a store opening, something at Fashion Week, or at a friend (of a friend’s) art show. However, big budget events require booze, too. Not only are those events requesting the wines and spirits, but participation often commands a hefty price for the sponsorship. Now, not only are you on the hook for product donation, but also payment, ahem, I mean donation.