The MHW Mark Podcast
Welcome to the MHW podcast, bringing you conversations with experts and leaders in the alcoholic beverage industry. Covering topics ranging from selling alcohol online, creating a new brand from scratch, and what you need to know when you start doing business internationally. Hosted by Jimmy Moreland and a rotating cast of cohosts from the folks at MHW.
The MHW Mark Podcast
B2B and Trade Marketing - with Sid Patel
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Beverage Trade Network founder Sid Patel joins the podcast to talk about the importance of B2B, trade marketing, and more for small to mid-sized brands.
Host Jimmy Moreland and special guest cohost MaryAnn Pisani chat with Sid about maximizing your ROI from a great competition result, what metrics really matter when you're just getting started, and how to get the most out of attending one of the many events run by Beverage Trade Network.
More about Beverage Trade Network: Website
More info about MHW at https://www.mhwltd.com/
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B2B Trade Marketing in Alcohol Industry
Speaker 1Welcome to the MHW Mark podcast , where we take deep dives into various aspects of the alcohol industry . My name is Jimmy Moreland . Mhw is a US and EU beverage alcohol importer , distributor and service provider . Today I am thrilled to welcome back to the show , as a guest host , mhw's own Marianne Pisani . Welcome back , marianne .
Speaker 2Thank you , Jimmy . I'm glad to be here . I think I like being on this side better than being a guest .
Speaker 1Now I looked back in the archive of the MHW Mark podcast and it was episode five that we had you on . And isn't it wild that we've been at this thing for over a year and we finally got you back .
Speaker 2Yeah , I can't believe it's been over a year and it seems like I was on yesterday , so that is truly a sign of age . The time is going much faster than it used to . But yeah , it does feel like probably . It was my nerves just probably settled , since I felt like , you know , I was on . I'm not much for being on and being interviewed .
Speaker 1Well , it's funny . I like to joke about Cassidy Poe roaming the halls of MHW with a blow dart gun trying to bag my next co-host . So I appreciate you coming along willingly . Now I want to talk about . We've got a great conversation today with a great guest who has a lot of really cool and very applicable useful advice for brands in particular . But listeners will have seen the title on their phones or wherever they're listening B2B trade marketing . Can you tell me what does that mean ? What is B2B trade marketing ?
Speaker 2Yeah , so before you can get the consumer excited about your product , you've got to get the buy-in from distributors and retailers to carry your product . This is a three-tier system . It seems like you can go direct to them with e-commerce sites , but that is a small portion of the alcohol beverage industry . It's a heavy product to ship and it's breakable , so it's not the easiest thing to ship and there's a lot of laws that prevent it . So in the traditional three-tier system , if you want to sit on the shelf or behind the back bar or in a restaurant , you've got to get the buy-in from the distributors and the retailers to get it there . So that's your first people you have to to get it there . So that's your first people you have to attract . Is other business , so that's the B2B Business to business . You've got to get their attention and then you can work on getting the consumer's attention .
Speaker 1I think that's a perfect way to set the stage , so let's go ahead and get into our interview today with our guest . Our guest today has been in the wine and spirits industry for over 18 years . He is the founder of Beverage Trade Network , a company that owns some of the world's leading events and trade shows . Welcome , sid Patel .
Speaker 3Thank you so much , Jimmy , for having me in your podcast .
Speaker 2So , sid , thank you first of all for being here , and we've known each other a long time and MHW has managed your compliance for many of your shows . How did you get your start in beverage alcohol ?
Speaker 3So I think in around 2006 , that's 18 years ago , I launched my own wine brand called Friday Monkey , out of Australia . So that was a private label . A lot of my family owned liquor stores around New Jersey , delaware , maryland area . So it was a little bit of a part-time sort of thought that , you know , let me get a container and get started with this private label . And at that time , yellowtail , little Penguin , jacob's Creek all Australian wines were like selling . You know , $7.99 was the category . I thought let's just build something . So that's how I got started , you know , with literally the family support and , as you know , a lot of Indians own liquor stores in that area . So they all supported me at that time and that part-time thing became a big business .
Speaker 3I mean , I grew that business you know , 200,000 cases over like five , six years and I did , you know , use a company which you may recall , at that time was called American Drinks USA , like MHW and Park Street . So I was completely using this model , which I'm a big fan of . I used the third-party logistical infrastructure model and that's exactly how I built my brand . Fast forward , perfect storm hit me and that business went to zero . Then I started Beverage Trade Network , which is a platform that grew because of that audience . I started trade shows and then we started competitions and we have the ecosystem now is competitions , media assets and trade shows . So we have this global platform right now .
Speaker 1That seems trade shows I can imagine are a huge lift , is it just ? Is it all consuming putting together something like that ? I can imagine it's a lot of work putting together a trade show .
Speaker 3I think , yeah , I mean to be honest , we do very I mean not super large format shows , jimmy , you know it's just about 100 to 120 exhibitors . So it's more B2B , high-end B2B , you know , like big buyers , big sellers , sort of trade shows . So , logistically , I think now that I'm into almost , you know , 12th year of the trade shows , the nerves are calm . But yes , you're right , like when we were just initially getting started , the pressure was high and I think the thing that still worries me is just the visitors . In that first hours walking in , rest , all is fine , you know , like how many visitors are going to come to the show is just the pressure bit .
Speaker 1So for brands who are going to come to these trade shows . Why do brands want to think about B2B and trade marketing and why do they need to come to your shows ? And I guess , why is that part of it more important , or as important , or a good piece of the puzzle , if you will , in their overall broader marketing strategy ?
Speaker 3Sure . So I think a lot of brands you know spend their ad dollars or marketing dollars in creating consumer sort of campaigns first , whereas you know I am a big believer that for the first three years all your money should go in trade marketing . Now it doesn't have to be the trade show , but what I mean by that is every single dollar has to be used to get in front of trade . Now , depending on what's working , what your budgets are , you know , if you just have a small budget for a B2B magazine ad which the New Jersey liquor store buyers read and your target is New Jersey , that's where you go . For example , if you're aiming for a Midwest area let's say we do a show in Chicago , you come to our show . If you're aiming for finding an international importer , if you're an overseas winery looking for an importer , then you figure out that shows . But my point here is like you should spend all your money in trade that way .
Speaker 3The second element is you know you should spend money in any trade activity that gets you placement . And the third money you should spend in trade again , which drives depletion Go in the retail and you know you really want their buying right . So you have to build that trust . You can offer them Friday tastings , saturday tastings , depending on where it's legal , whatnot ? Guys right , obviously . So you look at the market , you work with the distributor and then that way you can offer them . But the idea is you come back to that store and offer them some sort of programming to drive depletions or some sort of incentive , whatever is legal and allowed in that state . So break it down in new introductions , placements and depletions , but all in trade . That's what I would advise . Till you have a mass distribution , no point thinking about big consumer magazines or advertisements .
Speaker 2And say how does the Beverage Trade Network connect with brands and critical industry partners like MHW ? How do you do ? What kind of outreach do you do in marketing ?
Speaker 3As I said , like before , we have the ecosystem , so we have again media assets , so we write good stories about the brands that get in front of the trade . That is one , you know , journalism approach . And then we obviously social media , those articles and whatnot . A goal for us as a company is always to connect buyers with sellers . So most of my time also goes to influence these buyers and to build that community of buyers by giving them what they want to consume , right . So that is one way of using content . The second way is the trade shows , where we invite the key buyers , key stakeholders of our industry , as speakers or in the cocktail parties , our VIP guests or just as a buyer . You know if they're looking for a new product , so they would . That is one way we get them , and then you know they would meet the brands there . So that is a face-to-face connection that we aim for . And then the third would be our competitions , which is , you know , let's say , the top category winners . One Shiraz of the year is there in our competition , but now you know , did I actually have that wine buyer or a restaurant buyer or a sommelier add that in their wine list ? So you know , my goal is to make sure that this trade buyers actually get influenced with what we're doing and actually buys that and stocks that Shiraz of the Year , right .
Speaker 3So we do a few things . To go a little precise here , let's say we have annually four buyers meet Zoom calls , where 50 of our key judges and trade buyers attend the top category winners call . It's like a Shark Tank style five-minute pitch they all do to the actual buyers on Zoom . So that's one way we give them that opportunity . Obviously , apart from all the straight show things , we do that as well , right ? So that's just one example , but the more we go every year , we try to go deeper and deeper on . How are we actually connecting the buyers and sellers even more , even more , even more . That's really fun .
Speaker 1Sid , you said you're running roughly like a dozen or so events per year at this point . Can you talk to us about some of those events ? I know that you said some of the things that happen at those , but can you just give us a little bit more background ?
Speaker 3Sure . So our main markets are US , UK , China , and then we do a small event in Paris as well . So in that we have an international bulk wine and spirit show that we do in San Francisco and London . So that is one of the important trade shows that we cater to for private label bulk wine and bulk spirits industry and that's where the buyers that are looking for , you know , creating private labels or control labels or even bulk wine , if a winery wants to buy or bulk spirits , you know the distillery wants to buy . They would be sort of the people that would come to that show .
Speaker 3Then there is a brand looking for importers , distributors and retailers , trade shows , which is , you know , UK trade tasting , USA trade tasting . We're launching China trade tasting in Hong Kong . So that is a typical brand looking for importers and distributors , right
The Future of Beverage Alcohol Industry
Speaker 3. And then the competitions wise , our biggest is the London competitions , where London spirits competition is , I think , now the world's third biggest after San Francisco and IWSC . So we do 4,500 entries in London competitions and sommelier's choice awards is a big one in US , in Chicago , where brands looking to get in front of sommeliers would submit their wines . And then the USA wine ratings is where the national retail wine buyers or the regional wine buyers , like supermarket buyers , would be coming in right . So I can keep going , but I'll stop there because I don't want to talk much about our events , but yeah .
Speaker 1We'll have links for people to check out later . They can look in the show notes and they can check out links and they can do their own research and look all this stuff up themselves .
Speaker 2Well , congrats on the London show being so big . I didn't realize I'm familiar with your US shows . I wasn't familiar with that one , so congrats . That's quite an accomplishment , sid , to be the third largest . Wow , very impressed .
Speaker 3Yeah , thank you to be the third largest .
Speaker 2Wow , very impressive , yeah , thank you . So , sid , research shows that double blind tasting competition awards are critical for wine and spirits brands to credential their taste and set them apart on the shelf . In today's world , shelf can mean the e-commerce graphics that accompany a product online . Tell us about your competitions in terms of what have you seen brands do to operationalize the awards ?
Speaker 3So let's break it down in the categories .
Speaker 3So , for example , if it's the virtual retail , the traditional retail model , you know , the best way I would advise , and how many smart brands would be doing , is updating their point of sale . So the shelf talkers would have the logo , you know , the case cards would have the logo , let's say the gold medal , and the score . Then comes the package itself , Like if it's a new vintage , and if they have a chance to put that in the artwork of the label itself , they would add that there as well , and that would be sort of the traditional retail sort of upgrade that they can do if they've got a medal . The e-commerce side is very interesting to me . So , for example , in that as well , you know , I've noticed smart players and big brands really understanding this psychology of SEO and of what the psychology of the online buyer is . So what again , what they're , what people are doing , is they're sending an updated description to , let's say , big chains like Total Wine . It's worth an effort to ask Total Wine because it's going to be a massive e-commerce update , right , and it does pop out early . So if someone's just searching competition winners in Total Wine , search like I'm looking for the best Shiraz , but if it's written in the description best Shiraz at London wine competition , for example , it will pop up high . So it's a very tactical thing that a smart you know you have to understand . It's still an SEO under SEO . So if you know how to play that game , it really helps . And in fact it helps Total Wine because a clear case study they can put in front of them that hey , my brands will sell on your . I can really become the top selling Shiraz from that , because I've just won this and I know if you updated and showed the medal .
Speaker 3The problem is with the online . There is no sommelier or human talking to the consumer . So anything that you can do visually and using your amazing words and storytelling in the captions , that will help . So I think that's what people are doing in e-commerce . And the last bit is sommeliers and the restaurants . So that's where I don't think so much of sommeliers don't want to sort of promote so much of these competitions and whatnot , because it's still they want their own way of storytelling .
Speaker 3Like you know , okay , this is a farmer , this is a story . This is da-da-da , you know . Like you know , okay , this is a farmer , this is a story , this is da-da-da , you know . So I have not seen much and I don't think that you know you should ask a sommelier to sort of add it in the wine menus and whatnot . So I've not seen that much . But it's okay , you know , as long as it's a house pour or something like a merchandise is there or a bar mit is there , that's where you can play with , to show , and but again , the sommelier is not using their words to sort of sell their service , Right ? So it's just the merchandise of the restaurant which they're using in that case .
Speaker 1I like that , the idea of sort of like , how do you have the digital version of ? We've all seen , like the collars that they put on bottles , or you know the tags that they'll they'll have on the shelf there at the stores . But having that digital version is definitely a challenge . That's really interesting . Sid , you know , in your nearly two decades in the industry , can you share with us some of the things that you've seen in your day ? Or you know what you've seen change over these past two decades in your particular space in the market ?
Speaker 3I think it's just becoming tougher and tougher . One of the things that surely I mean it was all this stuff , it was all this the buyer's market . And now it's even more of the buyer's market , because the gap of supply and demand is just growing . And one of the classic problems which I think this day is less importers and distributors and more consolidation , and we've just not returned back . It's just going every year it's going less and less and less , so which is a bottleneck , which means , you know , there is the whole world of Southern and Glazers and R&DC , and then there is this mom and pop distributors , you know , and there are Budweiser's in the world and there are this craft beers . So there is a big problem and which is just growing , unfortunately .
Speaker 3And then , as you know , like you know , the reality of which I advise and which brand owners and entrepreneurs should really understand , it's the game has completely changed to self-distribution . There is nothing called distributor now , it is all self-distribution . Even if you use MSW or not , even if you have a distributor , it is still a self-distribution game . So that's exactly how I did my business and that's how every single brand that has moved beyond 100,000 cases they understood from day one . It is all about self-knocking , self-distribution , so that has not changed .
Speaker 3It's just that people who have done it have succeeded . You know no one else is going to talk about your product , no one else is going to sell your product , and that's the reality . So you know , I think that's what I've seen more and more . So there were a few distributors , but even that now is becoming a problem and obviously lately the shifts in the headwinds in wine category , the people drinking less , no and low coming up , you know . So we're getting a little bit of headwinds here and there , but I think you've got to . You know , wait and navigate .
Speaker 2To that end . Do you see the beverage alcohol sector embracing the no and low ? Do you think that's the way for this ? Not to hurt beverage alcohol is for us to embrace it and realize that it's part of the show , right ?
Speaker 3Yeah
Strategies for Brand Longevity and Sales
Speaker 3. So you know , like I personally apply this philosophy where you know you don't need to think and apply your brain so much when the big guys are doing it . So it's like the old saying goes follow the money . So when , if Gallo forget about the edge of Gallo is doing RTD and doing a no and low , can you know that means something's going on right . Second thing is a dollar today is more than $2 tomorrow . So I believe in that as well , which means you got to survive today , which means you know , even if I have to .
Speaker 3You know , a lot of times it's easy to say , but a lot of times this winery or distillery has that legacy and they can obviously just grow merlot from that region . They can't just come up , you know , with another thing . Just it's not like private label , right . So so what I would advise is a little bit of a navigation , or a small batch , or even an offering , a pallet .
Speaker 3What you don't want to do is lose the shelf placement , you know , as we chatted a few days ago . So do not lose shelf placement , because we know , being from the industry , we know that that spot is the golden spot the moment you're gone , because the category is going low , you know gone . So if I was a salesperson , I would say hey , I understand , maybe , australian Shiraz , you're decreasing the thing , but you're increasing the low and no . So let me go there now with my no and low , but do not kick me out entirely , so I would not lose the account . That's where I'm going with , you know . So , if you have to innovate , innovate but do not lose your distributor . Do not lose your account .
Speaker 2And indicators . Do you see , uh , that a brand has longevity versus that it's just a trend and popularity . Maybe this is a good segue from talking about no and low , because I know there's a lot of belief that those are trends , like I've seen . You know , celebrity brands are huge , right , but so many of the celebrity brands end up to be a flash in the pan , and what I've seen is if the celebrity is truly , truly engaged and they're truly owning it on their social media and wherever they go , you know , kind of George Clooney being on the side of the Southern trucks , right sitting there , you know , having his Casamigas helped a lot , right so . But then there's other celebrities who think , just by putting their name on it , that's going to be enough , and we know that isn't right . So what have you seen are signs of longevity ?
Speaker 3So I think you're going to I think maybe it's the simplest answer in one sentence that longevity should be measured by the repeat purchase of the end consumer . If the same person is drinking my product again and again not the retail buyer , not the sommelier , not the Walmart If that person , the last buyer , is taking my product at home and coming back next Monday and taking it again and coming back next Thursday and taking it again , that's called longevity in the brand . And coming back next Thursday and taking it again , that's called longevity in the brand . You know that is the only thing that is there . And the duration , obviously you know .
Speaker 3So that person like Jack Daniel is the ultimate example of you know the loyalty right , so like , if you have , the longer that person stays with your brand , that's it . Then you're building in roots . And then the second trade way of longevity how I measured when I was selling , is how many menus am I being printed inside , how many shelf places I'm going in Not the floor stack how many menu like on the shelves I'm going in , how many programmings I'm going inside Like a blueprint , how many tattoos you know restaurants are like , you know what I mean Like menus inside . So that's called like okay , finally they decided to put me in , so that means I'm long-term for that restaurant .
Speaker 1This may be a stupid question , but it's born of ignorance . When you talk about that longevity , that sort of individual consumer coming back again and again to your brand , does that individual level data , like sales data , exist ? Is that something that you have to infer or is the hard data available and it's something that brands can access ?
Speaker 3so a good question . It's just one , one sentence away . If you go to any retailer , the retailer , that person will know that , hey , mary walked in , mary's just going to buy that yellow tell shiraz , because that's what mary just buys and comes and immediately goes in there , you know . So the buyer knows what's happening . If you just ask the buyer that , hey , do I have some loyal customers ? And believe it or not , they know every customer that who's buying this , who's buying that , who's the regular ? You know , and that's how they increase that order . The moment they see there is a subtraction and they've built the regulars , that's when they increase your order size . You know . So it's really the pulse of that retailer . But yeah , there is no way you can measure that data . I mean , to be honest , you know the data can be measured at the depletion in the software of the retailer , but not like John bought it or Mary bought it , you know Right , and so on , unless they're having a CRM .
Speaker 2To be honest , know right and so on , unless they're , they're having a crm . To be honest , jimmy , there are some data gathering that's out there that will tell you what the consumer is putting in the shopping cart with your product , so that gives you some indications of what they're buying additionally but the repeat purchase is a little bit harder to um to capture but let's say , if total wine , let's say there was a member loyalty club or something which Total Wine was doing for sure , like you would know , sam's right , if you walk into Sam's Club and you bought , you would absolutely know what you're buying .
Speaker 3It depends on what retailers capturing and a brand . I'm sure , I'm 100% sure , that the big brands know exactly till the last moment , till the hour , everything .
Speaker 2Right , that's a really good point . So a lot of the um grocery stores and the chain stores you know you get that little thing right when you go to the grocery store and you get that little tag you put on your keychain that is capturing everything you do . When I go into my local grocery store we don't sell uh , the only alcohol we sell in new york is beer in the grocery store , but it will tell me everything that I've bought and how much I bought of it . So , yes , there are places where you can capture that . So if you've gotten into a chain , you've got that data and you know exactly how many times Mary bought that yellowtail .
Speaker 1So I guess , whatever size you are , whether you're a big brand and you've got all the access to the hard data , or if you're a newer brand , you need to pretend like you've got it and , I guess , use your contacts , like you said , sid , and actually talk to the people who are on the sales floors , if you will . With eyes on consumers , that's a really good point .
Speaker 3Just on that , if you actually knew , if you knocked the doors , if you did that Friday tasting and Saturday tasting yourself , you yourself would know that hey , this is my customer , so that's why you got to do it yourself . You know , the more you do you , you will know that in this store I have regular customers you also can engage on social media .
Speaker 2Right said , yeah , that would be another way that you're finding out who's purchasing your product . Right , you're doing things on social media and you're engaging with folks and you're actually having a conversation about what they did with Jack Daniels this week . Right , last week they were straight . This week they put it in this cocktail that you would recommend it and they come back to you and say that was great . I got to run out and get another bottle . Everybody liked it so much , whatever . But yeah , you are getting some of that feed from you . A hundred 100% .
Speaker 1At least with social media , you actually know who's drinking your stuff I can imagine for a brand , like if they ever get tagged in a photo where it's someone sort of like toasting to the sunset with their drink in the foreground , I'm sure that's a home run for a brand , absolutely . For brands that are out there listening . I wanted to ask you to sort of you know , bring this back around to what you do , sid , for brands that are listening out there , you know , whatever size they are and however far along they are in their business journey , I guess how early should they consider attending one of your events and you did talk about how early on ? Your feeling is that trade and b2b should be the lion's share of a brand's market spend , but can we talk about the nuts and bolts of that ? How does a brand go like ? Okay , I'm , I'm motivated .
Speaker 1This podcast has me all in . What's the next step ? Do they just go to the website ? Do they sort of make a plan to travel to one of your events ? Or , if it's virtual , do they ? What's the next step for brands out there listening who are all about this ?
Maximizing Trade Show and Competition ROI
Speaker 3I mean if you , if it's just particularly , let's say , if they want to start working with us , you know , and get to know us a little bit more and how we handhold brand partnerships . Uh , competition is a good way to start because it's just a low sort of hundred dollar entry , you know , you , you get the taste of how Beverage Trade Network services you and helps you , you know . And then a trade show is something which is on a need basis . So let's say , if you're really looking for an importer in US , they would really be the ideal trade show to exhibit , you know , if you really want that . But if you're looking for more of a brand activations or just a big boys and girls party sort of thing , then obviously there's WSWA or Bar Convent sort of shows where more activational plays can happen . But in our case if you're looking to connect with a new buyer , then it's a good show , and especially if you're a small and medium-sized brand . So that's where we fit in .
Speaker 2And do you think the competitions are equally important as the show ? If you're planning your budgeting for 2025 , should the show , should the seasons come first or the shows come first ?
Speaker 3So by , I think , say by numbers . Let's say we deal with almost 10,000 brands a year in competitions , right In trade shows , almost 1 1500 in as a different exhibits . Now , why I'm putting that number is for everyone it's different . The reality is how you use it . So , for example , if someone is doing an exhibit , there are so many people I've seen . They just come , they sit , they stand , they're idle , they just you know . Then nothing happens . And then there are so many people I've seen .
Speaker 3It's not really about the trade show , it is the pre-show and the post-show , the buzz you create , make it big like , make it sound big . Same thing goes on the competition . When I was there , I was submitting in , let's say , wine Spectator or Wine Enthusiast , and even if I got 88 points , I was telling my buyers as if I've just won wine of the year . I was making so much noise . So it's like you , it's what you do with your stuff is the variable . Same goes with the trade shows , you know . So I think the ROI is always there and I would absolutely say that these are so easy because you are using this to make the noise so . So , for example , I would advise this because this is a good practical tip for especially our customers who are exhibiting . Let's say you know when you go to a trade show you really already know anyway , eight months before or six months before , what you're doing , right ? So let's say , when I'm doing wine , paris and pro wine this year as an exhibit , so the world will know BTN is going there soon , like from first December . A lot of people will know we are exhibiting , okay , in every way which I can Now the ProVine potential . All the exhibitors may also know that we are coming Now . The VVIPs of the world will also know SID is coming .
Speaker 3Do you want to catch up for a beer ? So there is a whole strategy which I will have . Like you were there , right , I invited to the cocktail party last time , remember . So we hosted the cocktail party . So we always have that little something going on . And for brands who may not have the big budget , have a little one hour five hundred dollar tap at this tap room beer . But tell that , hey , beers on us . We are doing a little gathering seven to eight after the show .
Speaker 3So it's , it's how you do your build-ups , you know , and then you already that buyer knows that you're , you're doing this and that , and then he comes at the show , and at the show as well , you send them . Hey , johnny , you know what , let's catch up later on . Come to my beer party . So it's how you use it literally . You know , this is what I would advise uh brands , you know . And then the post show , uh should happen like amazing follow-up . Hey , it was lovely catching up with you , and so on . Right , which we do it , but not with so much passion because we get tired . I mean , that's a fact . We travel and we get tired right after the shows , and then we lose half of the momentum On the competitions , marianne , same thing , you know , it's how much noise you make , how much trade updates you do .
Speaker 3Orders are not going to come to you . So it's so funny when people enter in the competition and they win , let's say , 90 points , and they're expecting a US importer to call them and get a container . That just blows my mind , right . I mean , with all due respect , but that's not what it is . There are 9,000 brands they can choose from . I'm just giving an example that it is really on how you use it and the smart people really know how to use it .
Speaker 1To wrap things up , our favorite question that we like to ask every guest what is your favorite drink ? This can be what you're having right now . It doesn't have to be a desert island forever drink , but what's on your palate right now ?
Speaker 3I think I would still go with beer . You know , I just like a normal beer .
Speaker 1What's normal to Sid Patel .
Speaker 3A wheat beer , like you know , Belgium style sort of wheat beers . I prefer that . I drink that and then sometimes I'm in the mood to explore and when I'm traveling , you know , I travel a lot , so I like to go and see some speakeasy and cocktail bars . So I go for cocktail bars and whiskey sour is my go-to drink there .
Speaker 1A whiskey sour and a wheat beer , a Hefeweizen or something like that . Very nice .
Speaker 3London beer and pub and whiskey sour in nice speakeasy cocktail bars .
Speaker 1Love it Very good . Well , I want to say huge thanks to you , sid Patel , for joining us . Listeners can find out more at BeveragetradeNetworkcom . I know it's very late for you where you are , so thank you so much for staying up late with us . Go get some sleep . We appreciate you and we hope to have you back at some point . We'll have links to everything going on with Beveragetrade Network and Sid Patel in the show notes , but for now , adios . Thank you so much , sid .
Speaker 3Thank you , Thanks Jimmy , Thanks Marianne .
Speaker 1And thank you listeners for joining us on the MHW Mark podcast and thanks again to Marianne Pisani for joining me in hosting .
Speaker 2Thanks for having me , Jimmy .
Speaker 1This podcast is produced by me , jimmy Moreland , with booking and planning support by Cassidy Poe . It's presented by MHW . Find out more at mhwltdcom or connect with MHW on LinkedIn . Lend us a hand by subscribing , rating and reviewing this podcast wherever you listen . We'll be back in your feed in two weeks . We'll see you then . Cheers .