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From Vague to Valuable: How to Define Your Target Audience

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SnackTeam
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Target Audience

One essential reality persists in the shifting business landscape: identifying your target audience is critical. However, it is astonishing how often this important phase is neglected or rushed. 

Imagine trying to hit a target with a bow and arrow without knowing where the bullseye is. It’s not just challenging; it’s nearly impossible. In the business world, your target audience is your bullseye. Hitting it with your products or services requires precision, and that precision comes from a deep understanding of who your audience truly is.

Defining Your Target Audience

Defining your target audience is a nuanced process that involves more than just demographic data. It’s about understanding the core characteristics, motivations, needs, and behaviors of the people most likely to engage with your brand. Here’s how to go from vague to valuable:

1. Start with Research

Begin by conducting thorough research. Analyze your existing customer base, collect data on their demographics, and survey them to understand their preferences and pain points. Look for patterns and trends that can help you identify commonalities.

2. Segment Your Audience

Not all customers are the same, and that’s where segmentation comes in. Divide your audience into distinct segments based on shared characteristics. For example, you might have segments like “young professionals,” “families,” or “retirees.”

3. Create Customer Personas

Personas are detailed, fictional representations of your ideal customers within each segment. They go beyond demographics and delve into psychographics, such as values, interests, and behaviors. Personas humanize your audience and make it easier to tailor your messaging.

4. Analyze Your Competitors

Study your competitors and their audiences. What types of customers are they targeting, and how are they doing it? This can provide valuable insights into potential gaps or opportunities in the market.

5. Identify Pain Points and Needs

What problems can your products or services solve for your audience? What needs can you fulfill? Understanding these pain points and needs will help you align your offerings with what your target audience truly values.

6. Refine Your Messaging

Crafting the right message is essential. Your messaging should resonate with your target audience’s values, aspirations, and challenges. Speak their language and show how your brand can make a meaningful difference in their lives.

7. Test and Iterate

Defining your target audience is not a one-time task. It’s an ongoing process. Continually test your assumptions, gather feedback, and refine your audience definitions as you gain more insights and data.

The Benefits of Precision

Precision in defining your target audience yields numerous benefits:

  • Efficient Marketing: Targeted marketing efforts are more cost-effective and yield higher conversion rates.
  • Stronger Brand Loyalty: When your audience feels understood, they are more likely to become loyal customers.
  • Innovative Product Development: A deep understanding of your audience’s needs can lead to innovative product or service offerings.
  • Clearer Decision-Making: Knowing your target audience guides decision-making at all levels of your business.
The Bottom Line

Defining your target audience is a journey that transforms vagueness into a valuable asset. It’s about peeling back the layers to reveal who your customers truly are, what they need, and how you can provide it. By investing time and effort into this process, your business can better connect with the people who matter most and, in turn, achieve greater success in the competitive business landscape.

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Crafting Culinary Exclusivity: Strategies for Niche Marketing in the Food Industry

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SnackTeam
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In a world overflowing with culinary options, standing apart in the food market may be a difficult endeavor. However, for those who have perfected the art of specialized marketing, the rewards are both tasty and profitable. 

Catering to a specialized, well-defined target population with distinct tastes, interests, and dietary needs is what niche marketing in the food sector entails. It’s all about providing a one-of-a-kind culinary experience for a restricted group of foodies. Here are some ideas for creating culinary exclusivity:

1. Define Your Niche

The first step in niche marketing is to clearly define your target audience. Who are the food lovers you want to attract? Consider factors such as age, location, dietary preferences (e.g., vegan, gluten-free), and culinary interests (e.g., Italian cuisine, gourmet burgers). The more specific and detailed your niche, the better.

2. Develop a Signature Offering

Once you’ve identified your niche, create a signature offering that caters to their unique tastes. This could be a specialty dish, a unique cooking technique, or an exclusive ingredient that sets your brand apart. Make it a centerpiece of your menu and branding.

3. Tell a Compelling Story

Every successful niche brand has a compelling story to tell. Share your journey, your passion for food, and the inspiration behind your culinary creations. Authentic storytelling helps create an emotional connection with your audience and reinforces your brand’s exclusivity.

4. Embrace Visual Storytelling

In the age of Instagram and food blogs, the visual appeal of your dishes is paramount. Invest in professional food photography and create a consistent visual style for your brand. High-quality, appetizing images can attract and retain customers in the digital era.

5. Cultivate an Online Presence

Leverage the power of digital marketing to reach your niche audience. Create a captivating website, engage on social media platforms popular with your target demographic, and consider email marketing to keep your audience informed about special offerings and events.

6. Collaborate and Network

Building culinary exclusivity often involves collaborating with like-minded businesses or food influencers who share your niche’s interests. Collaborations can introduce your brand to a wider audience and create a buzz around your unique offerings.

7. Host Exclusive Events

Organize exclusive events, such as pop-up dinners, cooking workshops, or food tastings, to engage directly with your niche audience. These events can create a sense of community and excitement around your brand.

8. Listen to Feedback

Pay close attention to feedback from your niche audience. Use their comments, reviews, and suggestions to refine your offerings and enhance the customer experience continually.

9. Be Consistent

Consistency is key to building a strong niche brand. Maintain the quality and uniqueness of your offerings, both in terms of taste and presentation. Consistency reinforces your brand’s exclusivity and reliability.

10. Evolve and Adapt

The food industry is ever-changing, and staying relevant requires adaptability. Keep an eye on industry trends and be willing to evolve your offerings to meet the evolving tastes and preferences of your niche audience.

Niche marketing in the food industry is a recipe for success when executed thoughtfully. By defining your niche, creating signature offerings, telling a compelling story, embracing visual storytelling, and cultivating a strong online presence, you can craft culinary exclusivity that sets your brand apart. With dedication, creativity, and a deep understanding of your target audience, your food venture can not only survive but thrive in the competitive world of culinary delights.

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From Touchpoint to Conversion: The Art of Customer Journey Mapping

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SnackTeam
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Customer Journey

Understanding and optimising the customer experience has become a critical component in attaining success in the ever-changing corporate market. The process of directing a potential client from first contact to conversion is difficult, and it necessitates a thorough grasp of their requirements, behaviours, and preferences.

The customer journey is the sum of all interactions, experiences, and touchpoints a customer has with your brand throughout their lifecycle. From the very first moment they become aware of your product or service to the final step of making a purchase, the journey is a dynamic process filled with opportunities and challenges.

Understanding the customer journey is akin to being a detective, unraveling the mysteries of consumer behavior. It involves dissecting the various stages a customer goes through, such as awareness, consideration, evaluation, and conversion. Each stage presents unique touchpoints and challenges that require careful examination.

The Art of Customer Journey Mapping

Customer journey mapping is the process of creating visual representations of the customer’s experience as they interact with your brand. These maps are like blueprints that reveal the customer’s thought processes, emotions, and actions at each touchpoint. Here’s how to master this art:

1. Empathy is Key

Put yourself in the customer’s shoes. Understand their motivations, pain points, and desires. What are they trying to achieve at each stage of the journey? By empathizing with your customers, you can tailor your approach to better meet their needs.

2. Gather Data

Data is the lifeblood of customer journey mapping. Collect information from various sources, including customer surveys, social media, website analytics, and customer support interactions. The more data you have, the more accurate your map will be.

3. Identify Touchpoints

Pinpoint the key touchpoints where customers interact with your brand. These can include your website, social media profiles, emails, customer service calls, and even physical stores. Each touchpoint should be evaluated for its effectiveness in facilitating the customer’s journey.

4. Create Personas

Segment your customer base into personas based on common traits, behaviors, and goals. Personas help you understand the diverse needs of your audience and tailor your approach accordingly.

5. Map the Journey

Using the gathered data, create a visual representation of the customer journey. This could be a flowchart, infographic, or a detailed narrative. Highlight pain points, opportunities for improvement, and moments of delight.

6. Continual Improvement

Customer journey mapping is not a one-time endeavor. It’s an ongoing process that should adapt to changes in customer behavior, technology, and market trends. Regularly revisit and refine your maps to ensure they remain accurate and effective.

The Benefits of Customer Journey Mapping

Effective customer journey mapping offers a myriad of benefits:

  • Improved Customer Experience: By tailoring your approach to customer needs, you enhance their overall experience with your brand.
  • Enhanced Customer Loyalty: Satisfied customers are more likely to become loyal advocates for your brand.
  • Higher Conversion Rates: Understanding the customer journey helps identify bottlenecks and obstacles that may be preventing conversions, allowing you to make necessary improvements.
  • Data-Driven Decision-Making: Customer journey maps provide data-backed insights that guide your marketing, sales, and customer service strategies.
  • Competitive Advantage: Brands that excel at understanding and optimizing the customer journey gain a significant edge in a crowded marketplace.

Customer journey mapping is a powerful tool that helps businesses bridge the gap between initial touchpoints and successful conversions. It’s an art that requires a deep understanding of customer needs, continuous data analysis, and a commitment to improving the customer experience. By mastering the art of customer journey mapping, businesses can build stronger customer relationships and thrive in an increasingly customer-centric business environment.

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Social Media SOS: Best Practices for Handling Crises in the Digital Era

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SnackTeam
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Social media has developed into a potent force that can make or kill a business in the blink of an eye in today’s hyper connected society. Consumers now have an unparalleled platform to express their ideas, and when a crisis occurs, social media may swiftly escalate the problem.

The New Landscape of Crisis Management

With the advent of social media, crisis management has evolved from a behind-the-scenes task to a very public affair. News spreads rapidly, and consumer sentiment can change at lightning speed. Therefore, it’s crucial for businesses to adapt and equip themselves with the right strategies to navigate these treacherous waters.

Establish a Robust Crisis Management Plan

Preparation is the first line of defense against any crisis. Your business should have a well-defined crisis management plan in place before any issues arise. This plan should outline key roles and responsibilities, potential crisis scenarios, and a clear chain of command for decision-making. Being well-prepared empowers your team to act swiftly and decisively when a crisis unfolds.

Keep a Watchful Eye on Social Media

In the digital age, news often breaks first on social media platforms. Therefore, continuous monitoring of social media channels is essential. By detecting potential issues early, your business can respond proactively and minimize the impact of a crisis.

Respond Quickly and Transparently

When a crisis does occur, time is of the essence. Respond swiftly and openly, addressing the issue directly. Acknowledge any mistakes or shortcomings, and communicate your plan for resolution. Demonstrating empathy and understanding in your responses can go a long way in building trust with your audience.

Empower Your Crisis Management Team

Your crisis management team plays a pivotal role in handling issues as they arise. Ensure they are well-trained and empowered to make real-time decisions. Provide clear guidelines for responding to inquiries and comments on social media, emphasizing the importance of both speed and consistency.

Leverage Social Media as a Tool

While social media can escalate a crisis, it can also be a valuable tool for managing one. Use your social media platforms to provide regular updates, share information about the actions you’re taking to address the issue, and express empathy towards affected individuals. Social media can serve as a platform for turning a negative situation into an opportunity to showcase your brand’s commitment to transparency and resolution.

Learn and Adapt

Once a crisis is resolved, conduct a thorough post-mortem analysis. Evaluate what went well and what could have been handled differently. Use these insights to update and improve your crisis management plan continuously. Learning from each crisis will make your business more resilient in the long run.

Stay Prepared

In today’s digital age, businesses must operate with the assumption that a crisis could occur at any moment. Regularly review and update your crisis management plan, invest in ongoing team training, and remain vigilant in monitoring social media. Being prepared is the best defense against a potential crisis.

The digital age has transformed the landscape of crisis management, making it a critical skill for businesses of all sizes. By establishing a robust crisis management plan, monitoring social media vigilantly, responding promptly and transparently, and continuously learning from each crisis, businesses can not only survive but also thrive in the face of adversity. In the age of social media, effective crisis management can even enhance a brand’s reputation, reinforcing the idea that mastering this skill is essential for businesses in the modern world.

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Beyond Likes: How to Inspire and Curate User-Generated Content for Your Brand

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SnackTeam
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User-Generated Content

Building a successful brand in today’s digital age is much more than simply spreading your message; it’s about cultivating true connections with your audience. User-generated content (UGC) is a strong tool that not only increases the legitimacy of your business but also develops an engaged and devoted consumer base. 

The Power of User-Generated Content

User-generated content is any content—text, images, videos, reviews, and more—created by your customers and shared on social media or other online platforms. It’s authentic, trustworthy, and provides social proof, helping to establish your brand’s reputation. More than 90% of consumers trust UGC over traditional advertising, making it a goldmine for brand promotion.

Inspiring UGC
  • Create Shareable Moments: Encourage customers to share their experiences by creating memorable moments. This could be an extraordinary meal, a unique product feature, or an exceptional service. When customers experience something special, they’re more likely to share it with their friends and followers.
  • Run Contests and Challenges: Contests and challenges are a fantastic way to inspire UGC. Ask customers to submit photos, videos, or stories related to your brand with the incentive of prizes or recognition. Contests spark creativity and generate a buzz around your brand.
  • Showcase Customer Testimonials: Highlighting positive feedback from satisfied customers not only promotes your brand but also encourages others to share their experiences. Consider using testimonials on your website or social media platforms.
  • Leverage Hashtags: Create and promote unique hashtags for your brand or specific campaigns. This allows you to easily track and collect UGC. Encourage customers to use these hashtags when posting about your products or services.
  • Partner with Influencers: Collaborate with social media influencers in your niche who align with your brand’s values. Influencers can create and share content that reaches a broader audience and inspires others to do the same.
Curating UGC

While inspiring UGC is a significant step, curating it effectively is equally important:

  • Quality Over Quantity: Focus on the quality of UGC rather than the quantity. Choose content that aligns with your brand’s image and values. High-quality UGC resonates better with your audience.
  • Engage and Acknowledge Creators: Interact with users who create UGC for your brand. Respond to their comments, thank them for their content, and share their posts on your brand’s social media platforms. This not only acknowledges their efforts but also encourages more UGC.
  • Obtain Permissions: Ensure you have the necessary permissions to use UGC in your marketing efforts. Ask for explicit consent from creators to repost or feature their content.
  • Create UGC Galleries: Showcase curated UGC on your website or in your physical location, if applicable. This provides a sense of community and authenticity to your brand.
  • Tell Stories: Use curated UGC to tell stories about your brand. Highlight how your products or services have positively impacted real customers’ lives. This narrative approach adds depth to your marketing.
Measuring Success

To gauge the effectiveness of your UGC strategy, track metrics like engagement rates, reach, and the number of user-generated posts using your branded hashtag. Analyze the sentiment of UGC and how it impacts your brand’s reputation and sales.

In conclusion, inspiring and curating user-generated content can be a game-changer for your brand’s success. It builds trust, fosters engagement, and humanizes your brand in the eyes of your audience. By going beyond likes and actively involving your customers in your brand’s narrative, you’ll not only savor success but also create a brand that resonates deeply with its community.

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How FreeWater is leveraging advertising for good and quenching the world’s thirst for free

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SnackTeam
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FreeWater

In a world where everything seems to come at a cost, FreeWater, a Texas-based beverage company, is challenging the status quo by offering something fundamental for free – drinking water. What’s even more remarkable is how they manage to do this while also giving back to communities in need and providing an innovative advertising platform. This is the story of FreeWater, a company that’s not just quenching thirst but also making waves in the world of philanthropy and marketing.

A Novel Approach to Hydration and Advertising

At its core, FreeWater is in the business of distributing natural spring water, but with a twist that sets it apart. Instead of charging consumers for their products, they rely on advertisers to cover the costs in exchange for advertising space on their packaging. This innovative approach transforms each water bottle into a mini-billboard, allowing brands to reach their target audience in a unique and personal way.

Josh Cliffords, the Founder of FreeWater, explains, “Basically, we transform product packaging into ad space. Those ads cover the cost of the product’s manufacturing, distribution, the salesperson’s commission, donation to charity, and our profit. The product is then free for the consumer.”

Josh Cliffords, Founder, FreeWater

FreeWater doesn’t stop at simply providing free water; they’ve combined their innovative business model with a commitment to social impact. For every bottle or carton of FreeWater sold, the company donates 10 cents to WellAware, a non-profit organization building water wells in East Africa. This not only makes clean drinking water accessible to those who need it most but also empowers consumers to contribute to a global cause through their daily choices.

According to FreeWater, the donations from just 150 bottles can provide clean drinking water for one person for the rest of their life. Their mission is clear: “We only need 10% of Americans to choose FreeWater so we can solve the global water crisis permanently.”

Expanding the Giving Economy:

FreeWater’s ambitions don’t stop at water. They’re on a mission to create what they call the “giving economy,” where products that people need are made available for free, with the costs covered by advertisers. FreeWater plans to introduce a range of free products and services, including food, beverages, clothing, medicine, computers, transportation, and travel. Each new product will support a different charitable cause.

“Our startup is opening the world’s first free supermarket, and our first product is FreeWater,” says Cliffords. This innovative approach aims to make philanthropy as simple as saving money on everyday essentials.

FreeWater has quickly gained international recognition and support, driven in part by its viral presence on platforms like TikTok and Instagram. They reached an astounding 100,000,000 organic impressions within a year, demonstrating the power of their message and mission.

The company’s next step is to engage its passionate global following through a crowdfunding campaign on FundRazr. This campaign will help finance free vending machines and support their expansion, ultimately making more free products and charitable contributions possible.

The Power of a Blank Canvas:

FreeWater’s product, with its advertising space, is a blank canvas with versatile applications across various industries. This adaptability, coupled with their significant presence on TikTok and their ability to leverage social media, has helped them find a broad and engaged audience.

Advertisers play a pivotal role in FreeWater’s marketing strategy. They pay the company to give away FreeWater, and these giveaways are promoted on TikTok, reaching audiences interested in FreeWater, investment opportunities, or advertising.

In a world where business success often seems at odds with social impact, FreeWater is proving that a giving economy is not only possible but also profitable. By challenging the traditional business model, they’re providing a blueprint for how companies can make a positive difference in the world while thriving in the marketplace. As FreeWater expands its offerings and charitable contributions, it’s clear that this innovative company is making a significant splash in more ways than one.

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Vinod Cookware brings eco-friendly cooking to Indian kitchens with its new ‘Ceramica Zest’ collection

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SnackTeam
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Vinod Cookware

Vinod Cookware, a renowned household brand in the country, has taken a significant step towards promoting eco-friendly kitchen practices with the introduction of Vinod Ceramica, part of its Vinod Zest product line. This innovative cookware is meticulously crafted from natural mineral ceramic, guaranteeing not only 100% toxin-free cooking but also remarkable non-stick properties. This revolutionizes how Indian households approach healthy and hassle-free meal preparation.

Within this product range, customers have four options to choose from: a 24 cm Kadai & Frypan, and a 25 cm and 28 cm Tawa, all priced between INR 1000 and 1500. This sustainable green cookware not only demonstrates durability but also proves to be cost-effective. It seamlessly merges the best in aesthetic and functional design with the advantages of ceramic, ensuring that food effortlessly glides off the pan for a smooth and efficient cooking experience.

You can find this product on Amazon and Vinod Cookware’s official website. Furthermore, customers can take advantage of an introductory discount of 15%, in addition to any festive discounts that may apply.

This fresh design represents a health-conscious and supportive addition to the brand’s existing collection of non-stick cookware. It has been meticulously crafted to meet the needs of individuals who prioritize their health, cooking enthusiasts, and those who place sustainability and eco-friendly cooking at the forefront of their choices. With a range of innovative features and eco-friendly materials, the Vinod Ceramica range empowers users to prepare dishes with minimal use of fats or oils. Its versatility is tailored to accommodate families, singles, and anyone embracing a sustainable lifestyle. This addition underscores the brand’s commitment to offering solutions that align with evolving consumer preferences, making it a valuable choice for those seeking innovative and health-conscious cookware options.

Speaking on the launch of the product, Sunil Agarwal, Director of Vinod Cookware said, “We are thrilled to introduce the Vinod Ceramica, a game-changer in the world of green cooking. This state-of-the-art cookware not only ensures toxin-free meals but also redefines the way we approach cooking by making it hassle-free and enjoyable. At Vinod Cookware, we believe that cooking should be an experience that enriches lives and nourishes bodies, and Vinod Ceramica perfectly embodies this philosophy. We are excited to empower our customers with the best in durable, eco-friendly cooking solutions that enhance nutrition, flavor, and convenience. With the Ceramica range, we take a step closer to greener kitchens and healthier living.”

Founded in 1962 by Rajeram Agarwal, Vinod Intelligent Cookware has emerged as a leading producer of premium quality stainless steel cookware. With a diverse product catalog boasting over 400 items, this brand’s journey began as a local manufacturer specializing in stainless-steel bowls and dishes. However, it expanded its horizons globally in 1990 by venturing into exports to countries such as the U.K., the U.S.A., Germany, and France, among several others. Notably, Vinod Cookware has received the prestigious Best of Bharat Award 2022 from e4m Pride of India and has been recognized as the top Non-Stick Dosa Tawa brand by Mishry Reviews, a reputable source that has meticulously reviewed more than 2000 products in the Cooking and Dining sector. Throughout its history, Vinod Cookware has remained committed to embracing the latest technology and modern materials that cater to the evolving needs of the Indian kitchen.

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Leisure Hotels Group celebrates 34th Founders Day: A tribute to excellence

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SnackTeam
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34th Founders Day

Leisure Hotels Group (LHG), an experiential resort chain in North India and the largest across the state of Uttarakhand, celebrated its 34th Founders Day on 30th September 2023 with a special anniversary celebration at their Corporate Office in Delhi and resorts across the country.

The journey commenced in 1989 with an aspiration – to redefine travel into an ‘immersive experience’. This ambition was driven by the desire to provide not just quality accommodation, delectable cuisine, and premium hospitality but also to transform these lesser-known destinations in Uttarakhand into tourist circuits for the discerning traveller.

This notable day unfolded with a special keynote address by Sanjay Sood, Chief Operating Officer – with a heartfelt gesture to honour the memory of Shri Late Madhava Prasadji and the founding family, who have played a pivotal role in propelling Leisure Hotels Group to its current heights. Emphasizing their vision to build a purpose-driven entity, Mr. Sood also spoke to the team about the values that guide the company’s mission for personalized services, upholding the authenticity and rich heritage of the destination through sustainable practices.

Vibhas Prasad, Director of Leisure Hotels Group, enthusiastically shared, “On this day, every year, we gather to reflect on our eventful journey so far and reinforce our sense of purpose and identity. Our continued legacy to relentlessly pursue excellence to build a scalable purpose-led and future-fit model for our stakeholders includes fostering vibrant & inclusive communities. We express our gratitude to the extraordinary team that forms the backbone of their noteworthy achievements. We look ahead to another year of raising the bar higher.”

The keynote address was followed by a series of engaging cultural and educative events, a fitting prelude to a day of significance. Showcasing diversity and local cultures, each artistic performance was a tribute to the very essence of the regions the Group celebrates. An indulgent brunch was also organized for the team members who make the company’s aspirations a reality. A special segment spotlighted volunteering staff as they shared their cherished memories.

Each hotel was decked up with themed décor and intricate ‘rangolis’ adorned the entrances, creating a visual delight for guests. A delectable buffet awaited in-house guests at each property, inviting them to join the festivities. To cap the day with a profound message, a blood bank camp was set up, where staff members selflessly donated blood for a noble cause.

Leisure Hotels Group’s commitment remains unwavering – to uphold the legacy of heart-warming old fashioned hospitality for colleagues, guests, stakeholders, and the community.

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Playboy Spirits breaks into the RTD market with four unique vodka seltzers

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SnackTeam
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Play Hard
Play Hard

Playboy Spirits, a US-based venture, has introduced a selection of ready-to-drink beverages (RTDs) within the United States market.

Established by PLBY Group in collaboration with a Spirits Investment Partners affiliate, the company asserts that its Play Hard beverages address the gap in the premium RTD (ready-to-drink) category.

In a statement, Marc Bushala, CEO of Playboy Spirits and Spirits Investment Partners, said the RTDs “capture Playboy’s legacy as a bon vivant, lifestyle brand”.

The 4.5% alcohol by volume (ABV) canned vodka seltzers come in four flavors and will initially be offered at “specific retail locations” in Miami and Orlando. Playboy Spirits has also outlined its intentions to broaden its presence in other markets throughout the year 2024.

Bushala added, “Play Hard celebrates self-expression and a nod to those who like to play hard and have fun.”

Last year, PLBY Group and XL Ventures II (XLV), a Spirits Investment Partners affiliate, jointly established Playboy Spirits.

Subsequently, the company has introduced Bourbon, Cognac, and Tequila offerings, all under the Rare Hare brand.

In January, the company announced it had secured over $13 million in funding through a private placement of senior secured convertible notes conducted by its wholly-owned operating subsidiary within the venture.

Playboy Spirits is 40% owned by a subsidiary of PLBY Group and 60% owned by XLV.

During the funding announcement, the venture mentioned that the conversion of the notes might lead to a potential ownership dilution of up to 50% for Playboy Spirits in the operating subsidiary, yet it would not diminish Playboy Spirits’ managerial control over the business.

Among Spirits Investment Partners’ various business endeavors is Heaven’s Door Spirits, the American distillery established in collaboration with Bob Dylan in 2015.

In April, Heaven’s Door announced plans to open a distillery in Kentucky.

Earlier this week, InvestBev, the US private-equity investor, put an undisclosed sum into RTD business Thomas Ashbourne Craft Spirits.

Established last year, Thomas Ashbourne Craft Spirits teams up with celebrities and markets ready-to-drink cocktails.

The company’s products, sold through retailers and directly to consumers, include The Perfect Cosmo by SJP, developed with actor Sarah Jessica Parker.

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Chivas Brothers ventures into Islay whisky with new sustainable distillery

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SnackTeam
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Chivas Regal Whisky
Chivas Regal Whisky (Representative Image)

Chivas Brothers, the scotch whisky division of Pernod Ricard, has announced plans for its first distillery on the captivating Isle of Islay in Scotland.

The establishment of the new distillery signifies the initial foray of Chivas Brothers into the world of Islay whisky within its scotch portfolio. As a sustainable scotch brand committed to achieving carbon neutrality in distillation across all its facilities by the close of 2026, the Islay project’s design, and any subsequent new-build distillery, is planned to be carbon neutral in distillation from its very inception.

Upon commencement of operations, the facility will center its production on Islay single malt, honoring the region’s unique smoky and peated characteristics.

Jean-Etienne Gourgues, chairman and CEO at Chivas Brothers, commented, “The introduction of an Islay whisky completes our comprehensive and award-winning scotch portfolio. As a business built on hundreds of years of heritage, it also gives us the opportunity to do something we rarely do, which is to start from scratch.”

He continued, “Here on Islay, we can create a blueprint for carbon-neutral distilling and continue to usher in this era of sustainable scotch. We are committed to scotch, to the Islay community and the landscape that makes it the perfect place to continue our vision to shape the future of whisky.”

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