For more than 15 years, Yankee Custom Marketing (YCM) has worked with the State of Vermont’s Department of Liquor and Lottery on a monthly branded magazine, now known as 802Spirits.
Originally called Spirits Quarterly, YCM created a new logo and branding scheme for the magazine when the state changed the name.
The branded magazine content is part of the state’s strategy to educate, engage and promote responsible consumption of alcoholic beverages. It also supports Vermont producers, bars, and the network of independently and locally owned 802Spirits stores.
Publishing branded magazine content that resonates
Mainstay features of 802Spirits include a price list, new product features, cocktail recipes and stories about the stores and restaurants where you can buy spirits. Covers frequently feature cocktails and ways to utilize spirits.
In late 2021, the magazine underwent a redesign that included longer stories on 802Spirits agency store owners, bars and niche Vermont activities paired with cocktail recipes. The cover images also shifted to be more human-focused.
This shift of the branded magazine content helped address changing demographics and market conditions. Young adults are drinking less than previous generations, and they are often more attentive to the craftsmanship of the products they are consuming. By focusing on stories of the people and places connected to spirits, the publication feels more like a lifestyle magazine.
A content calendar that blends structure and variety
802Spirits is built around a consistent editorial framework that blends utility, entertainment and retail promotion. Core departments include:
- Mixology: Seasonal cocktail recipes crafted around timely Vermont-centric activities, events or experiences. At least one cocktail in each issue features a Vermont-made spirit and a mocktail, or non-alcoholic beverage.
- Hot Picks – A curated roundup of new arrival descriptions and must-try spirits.
- Meet the Distiller – A quarterly profile-driven section spotlighting the people behind craft distilleries, offering readers insight into production methods, brand stories and artisanal pride. Since 2022, this feature has been the foundation of the rack program. This program allows craft distillers who qualify to purchase space in the magazine and have a display in retail stores. The three-month display includes two feature products, cocktail recipe cards and the magazine.
- Behind the Bar – This feature interviews restaurant owners and bartenders to showcase how spirits are used in Vermont’s hospitality industry.
- Store Spotlight – Standout 802Spirits locations and the agents who run them share customer service tips and franchise history, which reinforces a statewide sense of service, personality and customer care.
Content is crafted to appeal to both retail consumers and industry stakeholders, combining compelling visual storytelling with educational value. Working together, YCM and employees from the state of Vermont plan out the editorial cycle and subjects, which YCM executes and produces.
From Magazine to Marketplace, Spirits Sales Strong
The year following the redesign was one of the state’s strongest in spirits sales. Fiscal year 2022 saw $100.6 million in retail liquor sales, an increase of 6.5% over FY21.
The Meet the Distiller rack program launched partway through 2022. By the end of fiscal year 2023, six distillers had participated and saw an average of 50% sales growth. Overall retail sales grew 2% to $102.7 million.
Most recently, fiscal year 2024 saw a bit of a dip in retail sales, but strong sector growth, particularly for flavored gins and tequila. Ten distilleries have gone through the rack program with an average of 40% bottle sales growth.
The magazine’s strategy continues to monitor trending spirits sales to capitalize on interest, such as featuring restaurants that have many tequila-based cocktails on the menu.
Showcasing Vermont products and recreational opportunities makes the magazine engaging, even to readers who may not be interested in liquor.
The 802Spirits branded magazine content has evolved into a critical sales tool for the Department of Liquor and Lottery. With YCM’s support, the publication blends strategy, design and storytelling to engage customers, support stores and boost local producers.
Through editorial planning, production and printing, Yankee Custom Marketing helps clients translate strategy into storytelling that connects with customers. Contact us to find out how we can help you inform, inspire and engage your audience with branded publications.