A new issue of the magazine “Food Promotion. Prod & Prod” has been published in January of 2012 year. A culture of the hard staff’ intake in Russia has become a hot topic of the issue. The topic is discussing one of the always-on authors of the magazine – the Consulting writing desk of the Tamberg and the Badin, which has been exclusively working with the magazine for the past three years, providing the editorial staff interesting materials about the ways products’ promote in the Russian food market.

It is hard to imagine a more complicated direction in marketing and branding than the promotion of the hard stuff products. Here the pinioning legislative restrictive regulations and the unpredictability of the consumers’ preferences, which are very intricate, are intertwining. And if there is a full life at the segment of “beer-vodka”, than there are depression and boredom in the wine and liquor marketing: here there are almost no neither interesting cavalcades, the “brave” products or the substantial numbers of strong brands.

Such modesty in wines’ and liquors’ promoting is caused by the economic reasons mainly. The authors of the article note: the wine can not sound off a large margin and volumes, as there is i the beer’s or vodka’s markets. However, this obvious component has more profound implications. You can read about this in the article “The uniqueness of the theme”.

There is an absolutely absurd situation in the wine industry. On the one hand, the Marketing Specialists, known with their snobbery, are guiding exclusively by the West, to the developed European countries, trying to learn from their marketing experience, branding and rebranding.

As rule, the ground rule of the wine’s buying is “assumptions”: “for the sweet ladies” or “let something should be on a table”. At best, the “the ruddy wine is under meat, the white wine is under fish”. That is why “the real men drink vodka”. That is why the western methods of work can not be effective in Russia. It turns out, that together with the economical reasons the situation is aggravated by the wrong ideological approach.

The authors of the article advise to form the art of drinking wine for the individual vines of the particular companies and, due to this, are gaining in sales and swinging the whole market eventually. But, in order to ingrain a new common practice, it should be understood, what it is.

To do this, they offer a simple and intuitive “tool” that allows creating our own consumer’s tradition. This “tool” makes use anyone, who has an advertising budget and the product need to be sold. There are only five factors that should be taken into account. If it is succeeded to use all of them, the result will be coming not a long time. Thus, the necessary five factors are: tasks, conditions, people, information, history.

To define the problems, it should be understood: what for it needs to a person. To do this, first of all, the following questions should be answered: What for to drink the alcohol? How to drink the alcohol? And what chaser should be on a table while drinking the alcohol? In this case, the following moments should be understood to determine the conditions: under what conditions and in what neighborhood he will be drunk this alcohol. The circumstances are the answers to the questions: when to drink, where to drink and whom with to drink?

“People” is one of the key objects of an intake’s culture of the alcohol. Who should be interested in this product at all? How does the typical consumer look like, to what a social group does he belong, where does he live, in what sphere does he realize himself and what are the streaks of his character and cultural level? All the above voiced questions must be answered and a consumer must know them. There is an informational factor.

The culture, including the culture of intake is not simply a set of codes and regulations, hammered out unclearly. This should be followed the story, with its myths, legends and characters. All these stories are not needed to a consumer, but to build a culture of intake they are needed.

These five factors – tasks, conditions, people, information and history – allow forming the culture of any beverage’s intake that exists in the world. They are also suitable for a whole class of the beverages.

But there is one shade, which does not add an easy to the situation: creating the culture of the intake, it should be understood that you will work on all the competitors, offering the analogues. The competitors, who are not investing a kopeck, can have benefits from your work. Therefore, the exclusivity is one more warranty. The drink, for which the culture of intake is based, must be unique and does not have any analogues among the competitors. According to the other scenario it is wise to cooperate into the associations of the suppliers and the sellers of the specific alcoholic beverages. After that, it is profound to move into the necessary direction collectively.

The Consulting writing desk of the Tamberg and the Badin hopes that the information, given in the article “The uniqueness of the theme”, will be useful for consumers, manufacturers and suppliers of the alcoholic beverages.

The editorial staff “Food Promotion. Prod & Prod” is following the new trends in the food market and is able to provide a hot topic for today. The latest trends and the developments in the grocery market read in the January issue of the magazine.