Deep Dive: On-Premise National Accounts
What is an On-Premise National Account?
An On-Premise National Account is a restaurant or bar chain with over 15 locations across multiple states, with one central decision maker based at the headquarters for that chain. Some examples of On-Premise National Accounts are Chili’s Bar & Grill, Texas Roadhouse, and PF Chang’s . These accounts are key to Heaven Hill’s business strategy because they are well known to consumers and offer numerous opportunities to discover and try our products.
What does the On-Premise National Accounts Team do?
The Heaven Hill On-Premise National Accounts Team, led by Carlos Lozano, Vice President of On-Premise National Accounts, is comprised of Stuart Robinson, Lisa Watkins, Caylin Behrens, and Gwen Ogle.
Together, the team works with over 200 national accounts, covering around 50 different accounts each. These accounts range from restaurant groups, which own well known chains like Longhorn Steakhouse, BJ’s Restaurant & Brewhouse, Chili’s, Red Lobster, and Cinemark Theatres, to hotel chains like Marriott International, Hilton Hotels, and Hyatt Corporation. Also, Airport concessionaires such as HMS Host, and Delaware North.
Highlighting the Heaven Hill Portfolio
The key to gaining On-Premise National Accounts placements is fully understanding the accounts strategy, consumer, and opportunities. Presenting accounts with industry trends, what our competitors are doing, how our brands are performing and highlighting the mixability, versatility and quality of our brands. The team primarily works with, but is not limited to, Evan Williams Black, Elijah Craig Small Batch, Larceny Bourbon, Lunazul Tequila, Deep Eddy Vodka, PAMA, Domaine de Canton and Rittenhouse Rye, all of which have varied levels of consumer awareness and work well in a variety of cocktails. Gaining these placements is important, because once a program proposal or product placement is accepted into corporate, it is automatically available in all locations within that restaurant concept for example, once a cocktail program is accepted at the corporate level for Outback Steakhouse, it is available nationwide in all locations.
“The On-Premise is where you build bands,” says Carlos. “When you gain a placement in a national account, your product is available in hundreds of locations, gaining visibility and loyalty to so many more consumers. Sips to lips is really the key to gaining fans of our products and fulfilling our vision of becoming an increasingly significant player in the US and international spirits industry.”
Corporate Presentations
One way in which the team gains product placements is through corporate presentations when accounts submit Requests for Proposals (RFPs), often on an annual or biannual basis. An RFP is when an account has suppliers such as Heaven Hill present to the beverage and or marketing teams their portfolio of brands that coincide with the brief provided given the strategy they are trying to accomplish. This includes providing trend information, brand accolades, marketing ideas, and concepts for cocktails to be included on their regular or seasonal menu. The team then works with a mixologist to develop unique cocktail recipes that fit with the account’s theme and strategy. These elements are critical to gaining a placement because many competitive suppliers present during the same time period, and it is important to stand out above the rest.
Relationship Building
Another key component of the On-Premise National Accounts Team’s work is relationship building. Throughout the process of developing a new program or gaining a new placement, the team works with the buyer and various other people at a corporate level, marketing teams and agencies, supply chain folks and more. Often, these relationships last for years as people transition to new roles and other companies within the industry.
Carlos’s previous positions within the spirits industry allowed him to establish relationships with key national account partners, which he was able to leverage when he joined the Heaven Hill family in 2012
Similarly, the national accounts team has extensive backgrounds in this channel, great relationships with both buyers and our distributor partners, allowing Heaven Hill to continue growing its On-Premise National Account footprint.
Internal relationships are key as well. The On-Premise National Accounts team works closely with the Heaven Hill field sales and Marketing teams. In addition, they are in close communications with our distributor partners’ National Accounts teams to maintain alignment on our goals and strategies.
How Has COVID-19 Affected Heaven Hill’s On-Premise National Account Business?
2020 was an especially challenging year for the On-Premise space as a whole, especially for On-Premise National Accounts. While much of the On-Premise was either closed or transitioned to take-out only, the team worked to streamline their efforts and come out of the pandemic stronger than ever.
“I’ve looked at this whole year as a glass half full,” said Carlos. “We took the opportunity to organize and really get our systems into place for when things return to normal. We also worked to stay in touch with those buyers who were still in their pre-pandemic positions. We checked in frequently to see if they needed anything and shared information on what the On-Premise was looking like so they could take action to make the most of the climate.”
Carlos said he feels encouraged that, when the On-Premise comes back, it’s going to come back strong.
“Suppliers like us, who have worked to support and stay connected with our buyers will be poised to excel as our business begins to gain momentum.” he said. “It is very important to be the preferred supplier with our customers.”
As the On-Premise slowly returns to normal, we look forward to seeing what this team does to continue uplifting Heaven Hill’s incredible portfolio.
“It has been difficult year, but I’m optimistic,” said Carlos. “We’re prepared and know we will come back stronger. We have worked hard to get our systems in place and are anxious for On-Premise to fully open.”
