A "dry demo"? Sounds pretty lame to me as it relates to a spirit product. I also believe those in-store promotion are paid deals or co-op arrangements and any coupon redemption comes out of Marani's pocket directly cutting the margin per bottle by almost 20%. As I said before, the announcements are becoming weaker and weaker with less and less tangible content. National TV commercials were said to be done two weeks ago but still nothing even resembling such has been mentioned. The marketing and advertising just seems so sketchy, disjointed and to tell you the truth, quite cheesey. What's next, a full page ad in huge PennySaver?
And saying things like IF they got another container it would mean big bucks is totally misleading and without confirmation of such is just wishful thinking. Given that from the latest announcement involving only the 13 original Costco stores, there has been no expansion as was hinted at over a month ago. Just another half truth and vague reference intended to get folks to rationalize it as fact. And more important, another container would only generate $50, 000 or so in profit and I doubt even that. MRIB budget back in 2009 for G&A requirements was listed in their filings at roughly $200,000 per month. At that time they had the same staff, same inventory, same advertising promises and commitments and same claims of national distribution and retail presence. I can't believe the monthly nut would be any less now that five years ago so that $200,000 per container would be like shooting a BB at a freight train. Most likely it would represent a huge loss and the obvious inability of the company to be profitable.
The only thing that will save this company at this point is sales data and huge profits to cover the enormous dilution. I've got news for you, they don't need another container, they need like 15 a month! And huge national broadcast TV coverage, which we all know will never happen, won't help. Speaking of which from the sponsorship angle Marani has been working for the last five years. I recently attended an event in which I was also a lead sponsor. The response in a matter of hours was huge. The phone has not stopped ringing since I got back to the office. If the company were real and dedicated they would be doing things like this but they cost money and what they have chosen to pursue are the cheapies so they can give the impression of marketing and promotion while conserving cash for salaries et. Al. Anyone interested in seeing this example I speak of can tune into FOX Sports 1 on Sunday at 12PM EST to check it out. You'll also see a lot of us during the broadcast with a big surprise at the end! Let me also say they're were no less than 20 different Spirits and alcoholic beverage companies involved like Patron, Bacardi, Martini, Abbey Road and an assortment of micro distillers just like Marani. The big difference though was they were doing tastings, give always, had all sorts of models walking around distributing product and print material... All in front of 50,000 plus folks and hrs and hrs of national TV coverage both live and to be rebroadcast as well. One in particular struck me which was a rum filtered with honey. Tune in and check it out and I think you'll see how much better MRIB could be doing with their marketing.
Ps. Thanks for the info Veronica Fox. Sounds to me like much vodka was consumed. For the lungs let's hope it was Marani.
