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.