What is the ROI and effectiveness of consumer alcohol trade shows and events for brand awareness and direct bottle sales?

Trade shows are primarily brand awareness plays rather than direct sales drivers, though they can be worthwhile depending on execution. Members' actual experience shows the ROI depends heavily on the type of consumer reached and whether the event includes broadcast or media coverage.

**Key findings from member experience:** - **Junipalooza** — one member reported breaking even and gaining Saturday broadcast coverage on a major programme, which they marked as a significant win for 2022 brand visibility - Event effectiveness depends on **type of consumer attracted** and whether bottles actually sell at the event itself; members advise weighing consumer quality against direct sales volume before committing - Broadcast or media coverage (e.g. TV segments) can justify participation even if direct bottle sales are modest

**Caveats:** Members acknowledge these events are "more about brand awareness" than ROI on inventory. Direct bottle sales alone may not justify the cost. The decision should factor in secondary benefits like media exposure, brand positioning with a specific consumer demographic, and long-term awareness lift rather than expecting strong same-event transaction ROI.