ON A ROLL: JONATHAN RESSLER

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Jonathan Ressler's nightclub marketing experience led him to open a New York-based shop in 1995 helping liquor, entertainment and sports marketers reach his network of 20,000 bars and restaurants. Seven employees and dozens of field personnel create customized on-premise promotions nationwide.

Age: 32.

Title: President, Ressler Marketing Group.

Insight: Bars are desperate for marketing support. Today's under-34 consumers are best influenced by word of mouth and subtle advertising, and they're into decadence: cigars, scotch, bourbon and martinis.

Hot: Stealth promotions using professional samplers camouflaged as bar customers and bartenders who invite consumers to try new drinks and liquors. Bartenders are becoming brand ambassadors.

Watch for: More liquor company promotions linked to films and sports.

Tip: Integrate your brand into consumer experiences. Don't manufacture events for them.

Peeve: Closed minds.

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