The most effective tool for a brand of wine or spirit to use to educate consumers and customers about the brands rational qualities by presenting the arguments, explaining the process, and then confirming it through tastings vs the competition or as part of the range that the brand proposes. Also called Trials. Many brands conduct tastings under the theory that tasting is believing.

Example of Use: ‘We organize tastings with clubs of afficionados of our product group across the country.’

Indie Bartender Understanding: We have all opened a bottle and poured a few drops to convince a guest that the taste of the brand is what they are describing before serving them a full glass. That’s a tasting. Brands formalize this and organize tastings in supermarkets, in events, in all types of situations to get the liquid to the lips of their target groups and with the aim of seducing them.

The part of the A&P Budget which is dedicated to strengthening the brand’s relationship with its trade customers. Ideally Trade A&P is spent on creating tools or concepts which help the brand’s customers sell more and better, to show that they are well considered by the brand and an important link in the brand’s strategy.

Example of Use: ‘We spend a lot of our Trade A&P on advertisements in the Trade press presenting the brand and its assets to the professionals of the sector..’

Indie Bartender Understanding: The A&P that brands spend on working with us in hospitality is booked as Trade A&P in the budgets that brands define as opposed to what they spend on research or consumer A&P.