CBP Marketing & Brand Management Flashcards

What federal agency regulates bourbon labeling and advertising in the United States?

Answer: TTB (Alcohol and Tobacco Tax and Trade Bureau)

The TTB (Alcohol and Tobacco Tax and Trade Bureau) reviews and approves all distilled spirits labels and governs advertising standards in the US.

What is a COLA in the context of bourbon marketing?

Answer: Certificate of Label Approval, required before a product can legally be sold

A Certificate of Label Approval (COLA) from the TTB is legally required before any new bourbon label can be introduced to the US market.

Which three-tier system role is responsible for marketing bourbon directly to retail accounts and bars in most US states?

Answer: The wholesale distributor tier

In the US three-tier system, distributors (wholesalers) are the primary channel through which bourbon brands market to retail accounts and on-premise establishments.

What is 'brand ambassador' role in the bourbon industry?

Answer: A brand representative who educates trade and consumers, drives awareness, and builds relationships for a distillery

A brand ambassador represents a distillery in the market, conducting tastings, training bar staff, and building consumer and trade relationships to grow brand awareness.

What does 'allocated' bourbon mean in a marketing context?

Answer: High-demand bourbon rationed by the distillery to distributors and retailers due to limited supply

Allocated bourbon refers to limited-production releases that distilleries ration through their distribution chain because demand exceeds available supply.

Which marketing channel has become especially important for craft bourbon distilleries to build direct consumer relationships?

Answer: Social media platforms and distillery visitor experiences

Craft distilleries rely heavily on social media engagement and on-site visitor experiences (tours, tastings) to build loyal consumer communities and brand identity.