10 Alcohol Trends to Watch in 2017-18

The start of a new year is always a popular moment for forecasting upcoming trends to base your new year’s strategy on. However, mid-year is the moment to take a step back, see if the trends are changing and assess whether your strategy needs to be adjusted for the rest of the year. So where are we at right now?

Beverage Dynamics has listed a great overview of current and upcoming alcohol trends.

1) The Rosés Category Broadens

Rosé will remain hot in 2017 as it continues to transition from a hot-weather wine a year-round top seller. And as the category attracts more attention and expands, consumers will look for more than typical sweet Provenance rosé.

Like the Mulderbosch Cabernet Sauvignon Rosé from South Africa, a top-ten selling imported rosé in America. “It’s uncommon to have a cabernet sauvignon rosé, but that’s our point of difference,” explains Adam Mason, winemaker, Mulderbosch. “We think it’s a slightly richer rosé, not in the steely style.”

It’s also darker in color than most. Still, Mulderbosch did not want to be way off the rosé bell curve. The company made sure their offering remained light like those of Provenance that have set the market.

Mulderbosch makes a dry rosé, but Mason believes U.S. consumers are comfortably up to speed on that style. And that it’s South African rosé, not exactly common, should not be a consumer turnoff. If anything it’s a unique point of variety. And, at the end of the day, “once consumers are staring at a wall of rosé, what informs their decision is price,” Mason says. He believes the $13-14 SRP of Mulderbosch rosé is a sweetspot.

Offbeat rosé is on the menu at Molyvos, an upscale Greek restaurant in Manhattan. Wine Director Kamal Kouiri is showcasing a dozen rosés from Greece. “They run the full range of style, from dry to fruity to sparkling, covering any palate,” Kouiri says. “Some people think rosé is only made in Provenance and Bordeaux, but others are now looking for new and different rosés.”

“These wines represent the pride of variety in Greek winemaking,” he adds. “Greek rosé is something you can really enjoy while getting a sense of place.”

2) IPAs Continue To Diversify

No doubt the IPA remains the most popular craft beer style. American consumers love bold flavors and the bitter, fruity, increasingly juicy IPA remains king.

While the IPA craze continues, it’s also segmenting. There are session IPA, black IPA, red IPA, white IPA, double IPA, triple IPA — whatever your palate prefers, there’s a style to match. And that increasingly includes regional variants.

West Coast IPAs were the first regional variant to go big. This super-hoppy style was at the forefront of the current craft boom and was what first attracted many new drinkers to microbrews. The shamelessly hoppy West Coast IPA is what many people think of when they imagine IPAs.

But what’s a west-coast trend without an east-coast competitor? New England IPAs have taken the eastern seaboard by storm and are expanding westward. These hazy, yeasty beers have the complexion of orange juice and extreme fruity citrus flavors.

The beer that took this from a new style to a full-blown trend is Heady Topper from The Alchemist Brewery.

“When I started brewing hazy IPAs, people loved the flavors and certainly didn’t mind the haze that was present in a number of them,” says John Kimmich, The Alchemist brewer and co-founder. “We have spent many, many years educating the beer drinking community on the reasons why cloudy is okay. It was not always easy; people used to slam our beers in reviews on the appearance side.”

Those days are over. Heady Topper is commonly ranked among America’s top craft beers. It’s inspired a regional IPA movement that, as rumor has it, includes some brewers scraping yeast off the bottom of Heady Topper cans in an attempt to replicate the famously hazy beer.

Other regional variants have emerged. The Northwest IPA of Oregon and Washington “tends to be fuller bodied and have bigger malt backbones than the drier, less malty and less sweet West Coast-style IPAs,” writes Aubrey Laurence of TapTrail.com.

As craft breweries continue to fight for consumer attention, expect more IPA takes to emerge, with other regions in America claiming certain styles as their own.

“I think a part of what makes craft beer so special is the little differences that can develop regionally,” says Kimmich of The Alchemist. “There are certainly quite a few IPA’s to choose from nowadays. I think you will see the cream thrive, while the less skilled will be pushed aside. You cannot brew a mediocre IPA anymore and get away with it for very long.”

3) Unusual Mash Bills in Whiskey

Like IPAs, brown spirits are booming and also finding ways to attract consumers with new and different flavors. For whiskey, that increasingly means unusual mash bills.

Gene Marra, owner and distiller of Cooperstown Distillery in New York, dislikes Kentucky bourbons for being too sweet. To achieve a flavor profile lighter on sweetness and with more emphasis on tertiary notes, he makes bourbon with wheat, rye and even oats in the mash bill.

“We think that oats are the answer to why our bourbon is so great,” Marra says. “We love the complexity and added creamy dimensions that the oats impart. We don’t just want sugar and honey in the mouth, and burnt sugar in the finish. We want vanilla, clove, allspice, burnt caramel, crème brûlée and more obscure notes. That’s what you get from the oats.”

Gene Marra, owner and distiller of Cooperstown Distillery in New York, dislikes Kentucky bourbons for being too sweet. To achieve a flavor profile lighter on sweetness and with more emphasis on tertiary notes, he makes bourbon with wheat, rye and even oats in the mash bill.

Unusual mash bills are also part of the strategy for the newly opened and aptly named Rabbit Hole Distilling in Louisville, Kentucky. Its Kentucky Straight Bourbon recipe is 70% corn, 10% malted wheat, 10% malted barley and 10% honey malted barley. They also make a straight bourbon, finished in sherry casks, with a mash bill of 68% corn, 18% wheat and 14% malted barley.

“One of the reasons why we got into this business was to add some variety,” explains Rabbit Hole Founder & Whiskey Maker Kaveh Zamanian. “You look at all the mash bills on the whiskey shelf and you see a lot of monotony. So we took inspiration from craft beer and tried to come out with some new recipes in addition to the old classics.”

4) The Return of Lagers

No doubt there are also drinkers fed up with all these hoppy, bitter, hazy IPAs. While such people remain in the minority, there are rumblings of IPA fatigue.

“We’re seeing an upswing in sessionable beers. Anything English, and pilsners. Every brewery has a pilsner now. Five years ago, nobody had a pilsner.” — Jeff Browning, brewmaster for Brewport, a 15-barrell beer pub in Bridgeport, CT

“It’s already showing,” says Jeff Browning, brewmaster for Brewport, a 15-barrell beer pub in Bridgeport, CT. “We’re seeing an upswing in sessionable beers. Anything English, and pilsners. Every brewery has a pilsner now. Five years ago, nobody had a pilsner.”

Which points to another emerging beer trend: the return of lagers.

Ales like IPAs dominate the American craft market. Consumers prefer the more-flavorful ales to their smoother, cleaner counterpart: the lager. But this advantage in flavor is fading fast.

“Now you have breweries like Jack’s Abby [of Framingham, Mass] that are making ale-quality lagers,” Browning says. “Buyers and drinkers are taking note.”

The cleanness of lagers is an alternative to the yeast bombs of New England IPAs. “Every day I hear another person tell me they’re sick of hazy, yeast-filled beers,” Browning says.

5) Classic Beer Styles Reemerge

The resurgence of lagers goes hand in hand with another beer trend in 2017. Brewers are bringing back classic styles that had fallen out of the public eye over time.

“Something I’ve noticed is definitely the call for more unique styles, including older styles that haven’t been brewed for a while,” says Zach Gaddis of Staples Corner Liquors in Crofton, MD. “Altbiers, dortmunders, kvass and lots more. People are always looking for something new and different. And some of these crazy styles are filling that void.”

“Hardly anyone brewed a gose style beer a few years back, and now everyone has one,” he adds.

6) Young Whiskeys With Flavor

One of the issues with the brown spirits boom has been new distilleries releasing products too soon. These companies will bottle whiskeys between one-and-three years old in an attempt to recoup startup costs more quickly. It’s difficult, of course, to sit on aging stock for five-to-ten years for a new distillery with bills to pay.

But whiskey without enough time in barrels normally lacks fully matured flavors. Hence the rise of young whiskeys that taste negatively of cereal: thin, grainy spirits that leave consumers wishing they hadn’t splurged $50 on that craft bottle.

Some distilleries, however, have found balance between youth and flavor. The secret is in forward-thinking production techniques.

Rabbit Hole produces a two-year-old bourbon with plenty of flavor. Beyond its unusual mash bill, which owner/whiskey maker Zamanian says adds to the character, the spirit goes into barrels at 110 proof rather than the traditional 125. “We believed that this would allow more flavor to come forward sooner,” Zamanian says.

Rabbit Hole also ages in special barrels obtained from Kelvin Cooperage of Louisville, KY. This boutique cooperage chars with wood fire instead of gas.

Rabbit Hole Distilling owner/whiskey maker Kaveh Zamanian believes using boutique barrels lends more flavor to his younger whiskeys.

“We think the combo of all that allows the bourbon to have more sweetness and flavor at such a young age,” Zamanian explains. “If the flavor wasn’t there, we wouldn’t release it. We didn’t want to take something to market too early and get a bad reputation.”

Prohibition Distillery produces the 14-month-old Bootlegger Bourbon, which tastes older than its age. Distiller Robert C. Mack believes the 100% corn mash bill allows the whiskey to age better. Also, Prohibition Distillery ages the bourbon in five-gallon barrels, well below the traditional 53-gallon barrel, meaning more oak contact for the juice.

Elsewhere, Berkshire Mountain Distillers recently released a four-year-old bourbon (72% corn, 18% rye, 10% barley) finished in Islay Scotch casks for three-to-eight months. The peaty notes from the barrels provide an excellent backbone for this young bourbon to taste beyond its youth.

7) Vodka and Gin Get Local

As vodka and gin look to benefit from the craft movement, the two white spirits are promoting their regional origins to attract consumer attention.

Seersucker Gin trademarked the phrase “southern style gin.” By this phrase, the Texas-based distillery behind the brand means a gin that is lighter on juniper, with more emphasis on citrus, honey and mint. For instance, the new brand Calamity Gin calls itself a “Texas Dry” gin. It’s made with wildflowers from the Lone Star State, such as Texas Bluebonnets. Up north, Bully Boy Distillers of Boston released its Estate Gin, which contains regionally indigenous ingredients that reflect New England “character and terroir.”

St. George of California has a Terroir Gin made from Douglas fir, California bay laurel, coastal sage and other botanicals, for flavors the company describes as “forest-driven and earthy.”

“Gin now takes provenance to literal level,” says Andrew Mansinne, Vice President of Brands, MGP Ingredients. “These new gins are saying, ‘This is where I’m from and these are my ingredients’.”

Vodka has also embraced the regionalization movement. Like Till Vodka, a new brand from MGP Ingredients. The spirit places place great emphasis on its Kansas origination, and that it uses wheat culled from the Sunflower State.

“When we talked with consumers about Till Vodka, what really resonates with them is the idea of authenticity,” Mansinne says. “Whenever we told them that we buy local Kansas wheat for our vodka, their response was, ‘Tell me more’.”

Mansinne believes this and the bottle’s upscale packaging will allow Till to standout in the challenging and crowded craft vodka market. “With our provenance in the heartland we have a strong story to tell,” he says. “It’s compelling.”

Belvedere Vodka has been comparing farm fields in Poland that produce its rye to the Champagne vineyards of France. The idea being that optimal production locations and methods produce optimal vodka — and that’s what modern consumers and mixologists care about.

8) Gin Hides Juniper

The shift in gin towards local ingredients has come at the cost of juniper flavors. More gins are masking this traditional flavor.

Some consumers believe that “most gins are very juniper-forward,” says Ari Anderman, Tanqueray Brand Manager. And while plenty of people enjoy juniper, there are those who avoid the category because they think it’s dominated by one pronounced flavor.

“Heavy juniper scares people,” explains Mike Howard, president of Southwest Spirits & Wine, makers of Calamity Gin. “You have to mask it.”

Calamity Gin features sweet floral tones with citrus notes and a bit of bitterness. But there’s still juniper as the backbone. This is still gin, after all. “We wouldn’t want anyone to think that we think we’re above the roots of traditional gin,” Howard says.

9) Big Brands Seek Craft Angles

As the craft boom continues, most big brands have upped the emphasis on their craft qualities. Phrases like “handpicked,” “hand-selected,” “hand-labeled,” “artisanal,” “super premium” and “authentic” have become common even for the largest of brands and the most ubiquitous of products. Other brands have highlighted their storied histories as a component similar to “craft.”

“Authenticity trumps craft,” says Colin Campbell, New York market manager for Brown-Forman, in describing Jack Daniel’s Old No. 7, which dates back to the 19th century. “Obviously we see the movement towards craft and welcome all the little distilleries, but there’s still a lot to be said about longevity.”

Jack Daniel’s in recent years has also launched its own craft variants: Gentleman Jack, Single Barrel, Single Barrel Barrel Proof and Jack Daniel’s Sinatra Select. It’s a balance, then, in producing spirits for the new wave of whiskey connoisseurs, while maintaining emphasis on flagship products, and finding ways to marry both strategies.

“I remind you, all our premium whiskeys starts out as Old No. 7. The recipe never changes,” Campbell says. “Most people had a little bit of fun with Old No. 7 in college, but then they circle back around to it years later and see its true craftsmanship.”

Patrón Tequila, too, has become adept at this craft/mainstream balance in recent time. While obviously a big brand, the tequila excels at portraying its production as “small-batch on a large scale.” Everything is still done through traditional methods, just multiplied many times over, including crushing agaves with a Tahona stone.

“Though we obviously don’t use a donkey anymore to turn the stone,” says brand rep Jessie Fink.

10) Craft Beer Goes Global

This remains a small trend at best, but more foreign breweries are shipping craft beers into America (and beyond the usual suspects). Everybody knows about the brews of England, Ireland, Scotland, Germany, Belgium, France and even Japan. But craft beer is gradually growing beyond these countries and Americainto a global phenomenon.

Australian Brewery recently launched in the U.S., as did the Italian craft brewer Birra Antoniana. Chilean craft beer has made inroads. Molyvos, the Greek restaurant in Manhattan, carries six craft beers from Greece, from both Santorini Brewing Company and Siris Microbrewery.

Wine Director Kamal Kouiri of Molyvos, an upscale Greek restaurant in Manhattan, is showcasing rosé and craft beer from Greece.

“There’s a movement overseas with young brewers,” explains Molyvos general manager Kouiri. “It started with young winemakers who have caught up in countries that were behind the rest of the world in winemaking. Places like Israel, Malta, Slovenia, Turkey and Slovakia. Now you’re seeing the same with breweries and distilleries. These are all new boutique places started by young people.”

Craft beer drinkers in America are forever looking for unique flavors. Brews from unusual countries might just be the next trend in taste that piques their interest.

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This are steps to attract publicity from food bloggers from Coterie Australia

7 Steps To Attract Publicity To Your Restaurant From Food Bloggers

Here is an actionable list that will help you attract publicity to your restaurant from Food Bloggers:

Food Bloggers, they blog about food because of their passion and appreciation for food, they have that special connection to food, like most of them are Chefs by hobby or trade.

1. Where to find Food Bloggers?  Type into your Google search engine – “Food Bloggers” with your selected Country, State, City or local area.  This will be dependent on how far you require your catchment.

2. To connect with a Food Blogger, you need to show the blogger you are authentically interested in his or her blog. Follow him/her on Twitter and Instagram.  Comment on their blog posts to show you and/or your restaurant is passionate about good food as much as they are.

3. Every time you launch – new menu, promotional campaign, new products, events – tag your chosen bloggers in your Twitter and Instagram post.  Bloggers are always looking to be “The One” that has their finger on the industry pulse and they are always looking to review venues.

4. The pitch: Let the blogger know about your new menu dish, or inform the blogger about an important event coming up in your venue.  You could communicate to your chosen Bloggers via email or highlight your interest via one of their blog posts.  With consistent engagement on their blog work, it is highly likely they will recognise you because of your consistent interaction with their social media accounts.

5. Invite your chosen Food Bloggers to your restaurant to taste your menu.  They can dine in at no charge, in return they end up blogging about your venue on social media, their blog, and reviews sites like Trip Advisor, Yelp and Zomato.

NOTE:  Advertising costs money!  You are able to utilise an advertising strategy which budgets at cost of goods.  Be open to different ways to spend your money.

6. Invite a key Food Blogger in your city for an exclusive event.   It is important that they visit your restaurant and sample your menu before the event launch.

7. Identify a Food Blogger in your local city that has a large social media following and is an influencer in your industry to open up a partnership with your restaurant.

Strategy: Open up a monthly tab when you have them visit and sample food dishes, food and beverage pairing, any concept that is incorporated into your Marketing Plan.

The value exchange – The Food Blogger dines at your restaurants cost (this is added into your advertising budget), in return for advertising to the local area and their community.

This is what we call COST EFFECTIVE PUBLICITY on steroids!

Would you love more FREE Business and Marketing TIPS, we’d love you to join our Hospitality Marketing Community
{CLICK LINK} https://goo.gl/SSJnaj
Get in Touch with Coterie today


Hello hello!! Can you believe we’re this far through the year already! Gives relevance to the notion ‘strike whilst the iron is hot!’

I’m fairly sure that most of us know the dear Simon Cowell, the reality talent competitions, and that tone behind the verbal reply – “it’s a no from me”.

When is the last time that you asked your customers for feedback on the activity inside your hospitality business? Do you run marketing campaigns and ask for feedback?

Feedback – good, bad or indifferent – is SO VITAL to a businesses profit growth strategy! Customers in your business is not the only barometer as to whether business is good.’
Authenticity, integrity, consistency, engagement. These are solid building blocks to a sustainable business. Don’t just sell products or provide services – impact your customers lifestyles, make them love you!


Simple steps to build out customer feedback

  1. Choose 4-5 regular customers to get solid (straight down the line) feedback.  It is important to respect the time that they are offering you, that being, offer your valued people a ‘thank you’ gift which can be a voucher of some sort to use back in your business.  Your Customers feedback is highly valuable so be sure to offer a suitable thank you gift – 10% discount is flimsy and will only invite box ticking feedback, in this instance.

2.  You have a customer list, right??  This is a great chance to send out an email blast to everyone on your list detailing to them that your team are looking for some feedback and to snazzy up their experience when they visit you.  Of course, you can’t afford to provide substantial ‘thank you’ gifts to your entire list of customers but this exercise can be a little less detailed and offer a 10% discount for contributors to use when they visit next

Note: be sure to make clear guidelines for the use of your ‘thank you’ incentives along with it strongly advised to have those ‘incentives’ (whilst you build up this type of marketing activity in your business) sending your customers back into your hospitality business and attached to a sale.

3. Ask for feedback right after service.  This can be as simple as having a short survey form placed inside your cheque/bill folder.  Make this option short, concise, and leave a comments section to elaborate what they liked and what they may make suggestions to tweak for next time.

If you run events, it is absolutely vital (this is really low hanging fruit) to get feedback from your guests!

This is not a box ticking exercise, so if you’re looking to get the most out of research, feedback and knowledge for your hospitality business, or you’d like to know ‘how’, you can contact me direct.

Feedback, good – bad – indifferent – is so valuable to your business.  Hey, you don’t have to take all rubbish criticism (if you receive it) because humans are humans and they will have unnecessary opinions (on occasions), but that written, I have always been of the theory;

If you don’t know what you do well, you can’t keep building out to do more of it.  If you don’t know what people don’t like, you can’t change things up and reduce the thumbs down.

Value your customers opinions and it will do more than receive a happy feedback form, you will start to form a humanised relationship and build out your community!!

If you want to chat more, flesh out more ideas ………. come across to our free marketing group:

The Hospitality Marketing Academy – loads of free marketing hints, tips, global hospitality insights, PLUS you can chat to me direct!!!

Lets have some FUN!



‘How To’ TIPS – Videos using Insta Repost App

With the growing value to use video for your hospitality business, yep – we get it, right – it doesn’t come that easy to just jump in and “Lights, Camera, ACTION”

As users, you may agree, we support that videos are interesting to watch, grab our attention, and assist in the CLICK to view – Yes?  

I wanted to offer you a ‘transition into video’ solution so you can get onto the ‘video marketing’ train (get those amazing video statistics in the direction of YOUR brand)

I totally understand where you may be feeling a bit stuck, not quite ready to get in front of the camera or perhaps you have a few nervous team members.  I have a solution for you so that you can keep up with video marketing trends and drive traffic to your business using the Insta Repost App.

7 reasons WHY we should use video for our business:

  1. 1 million videos are viewed on Youtube every MINUTE
  2. Over 8 billion videos or 100 million hours of videos are watched on Facebook every day
  3. One-third of the global internet activity is spent watching video
  4. More than 500 million hours of videos are watched on YouTube each day
  5. Over half of video content is viewed on mobile
  6. Social video generates 12000% more shares than text and images, combined!
  7. Customers are more likely to remember a video than picture images or written text

Can you see the benefits?  It’s kinda a good thing to consider, yes?

Lets bridge the gap for now and take a look at Insta Repost


5 Steps to using Insta Repost for Videos

Insta Repost will assist you to use videos and GIFs on your Instagram storyboard.  It is super easy to use but for the most part, you can start to train your audience to consume video with your marketing,  encourage them to engage, and most importantly have some fun in sharing (curating – sharing of other peoples content) some cool videos that compliment your brand voice and personality.

  1. How to upload Insta Repost for videos
    1. Search Insta Repost in your App store and download the App
    2. This is available on both smartphone and tablet



  1. Map out what types of videos and GIFs you may like to use on your IG storyboard – this will help you to search
  • Cocktails
  • Food feature video
  • Animation
  • Coffee videos
  • It’s not ALWAYS about selling your food and drink. If there is a clip that you think would capture the attention of your audience – engage – start a conversation – think about something humorous, or perhaps a singing vocals video.

For example:

@Vines (humerous videos) 5.8 Million followers

@hotvocals (singing and inspirational videos) 5.4 Million followers

Note: videos that have attracted a lot of views prove that it is engaging content and you may be able to leverage your ideas looking at the statistics

  1. Where to source your video ideas

Of course, being a hospitality business, whilst you totally see the benefits in knowing your neigbour – your fellow hospitality community people – you’re not exactly going to advertise their business to use video, right?

Here’s a list of page ideas:

  • Food Bloggers
  • How To videos – @AmandaFrederickson “How to cook almost anything in 60 seconds”
  • Supplier companies – spirits, wine, food produce, coffee, cool
  • Food Videos – @tasty, @Food_Videos
  • GIF’s – you can actually source some GIF’s on your Messenger and save them to your camera roll which in turn can be used to upload to Instagram – BONUS!!

Simply type in the search bar in your Messenger what you are looking for and have a play around

Here’s one of my FAV – nearly every favourite Martini of mine – Yummo!



  1. How to Repost videos
  • Choose the video that you like and in the top right hand corner tap on the 3 horizontal dots

  • Copy Link
  • Jump back into your Repost app and past the IG link that you copied from the chosen video

  • You may find that by copying the link it automatically links straight to your Repost app

  • Click “Repost”


Look at THAT!!! You can now scroll through and choose where you want to repost the video:

  1. Facebook
  2. Instagram
  3. Messenger
  4. Email

VOILA!!! Look who’s utilising video in their business!!!

Video from @foodvideo.s




Copywrite is illegal – yes, we have to be mindful of the laws – so absolutely ensure that you and your team are always tagging the owner of the video and referencing them.

The great aspect to tagging other businesses, you have an opportunity to grow your community and you never know, someone may love what you post about your business and repay the favour to their Insta storyboard OR their social media channels

Now there’s no excuse for not starting to have a play and use video in your marketing strategy.  Soon enough you will be enticed to have creative control and create your own videos.

If you are keen to learn how you and your team can start to shoot your own video – easy step by step support – get in touch with us today, we have a perfect program with loads of support to create highly shareable, snackable content that your community will LOVE!!!

WE WANT TO LEARN HOW TO DO OUR OWN VIDEO – {Click Link} bit.ly/CoterieLearnVideo


Carrie and The Team at Coterie

Get in Touch with the team at Coterie

Would you love more FREE Business and Marketing TIPS, we’d love you to join our Hospitality Marketing Community: {CLICK HERE}
We’d love for you to share your thoughts and opinions…

Staggering Video Marketing Statistics for 2017

Online videos will account for more than 80% of all consumer internet traffic by 2020 (CISCO, 2016).

Customers are changing the way that they consume their marketing materials and a MASSIVE driver (preferred choice) is through video.  With 86% of Smart Phone users checking their phone every 7 minutes, video has moved from the VHS, to the TV, Laptop and now right into the palms of our hands …….

Lets take a look at some very interesting statistics that involved video and WHY OH WHY you should get on board with your hospitality business and integrate it into your marketing strategy!!

Look at all the $$$$$$$ untapped potential waiting to engage with your business.

STAGGERING most definitely is the word for the numbers you are about to see!

Video Marketing Volume Statistics

  • 82% of Twitter users watch video content on Twitter
  • Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016; TechCrunch, 2016)
  • YouTube has over a billion users, almost one-third of total internet users.
  • 45% of people watch more than an hour of Facebook or YouTube videos a week.
  • More than 500 million hours of videos are watched on YouTube each day.

  • One-third of online activity is spent watching video.
  • The 25-34 (millennial) age group watches the most online videos and men spend 40% more time watching videos on the internet than women.
  • More than 100 million hours of how-to YouTube videos were watched in North America in the first five months of 2015 (Google, 2015).
  • Searches related to “how to” on YouTube grew 70% from 2014 to 2015 (Google, 2015).

Mobile Video Marketing Statistics

Graph Video Stats

Video Marketing Engagement Statistics


A Facebook video receives, on average, 135% more organic reach than a Facebook photo (Socialbakers, 2015).


  • Video on a landing page can increase conversions by 80% or more.
  • Facebook is rated as the most impactful social channel for video — 8.4X higher than any other social channel (Animoto, 2016).
  • Half of 18- to 34-year old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator (Google, 2016).
  • Native videos on Facebook have 10 times higher reach compared to YouTube links

Video Engagement

(Sprout Social’s Video Engagement)

  • Having a video on a landing page makes it 53% more likely to show up on page 1
  • 46% of users act after viewing an ad.
  • An initial email with a video receives an increase click-through rate by 96%.
  • Video attracts two to three times as many monthly visitors.
  • Combining video with full-page ads boosts engagement by 22 percent.
  • 43% of people want to see more video content from marketers in the future (HubSpot, 2016).

 Fun Video Marketing Facts

By now you might be asking “Where are OUR customers”     and go grab em’!!!

Are you convinced yet to integrate video into your hospitality marketing strategy?  It is so important to see the benefits of integrating ‘every day’ video into your strategy.  People aren’t looking for the big Hollywood productions, they just want good content that is interesting and valuable.

If you are looking for some tips on how to:

  1. Take video using your smart devices
  2. How to edit
  3. Where to upload your videos
  4. How to get the videos out into your community so they will come into your business

Join our global hospitality group by clicking this link:  The Hospitality Marketing Academy 

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Carrie and The Team at Coterie




How to Take Good Photo’s With Your Smart Phone

With social media statistics proving that visual content increases engagement, open rates, even sales conversion, there has never been a better time to tell your business story through a creative in a cluttered busy world that is time poor.  The hospitality industry lends itself to visual content – daily – capturing not only food and beverage dishes – but real time {social proof} and story about your venue.

Whilst we absolutely advocate the use of and support professional photographer’s, what you can’t get caught up in is saving all the pennies before the business budget can afford to have one come in, therefore resulting in no visual activity at all.  Sometimes you really just need to ‘get on with it’ and this being, use the resources around you.
Using Smart Phone’s to take pictures – it is amazing the quality of some of the phone’s on hand these days. However; whilst tapping into alternative resourcing, there are some pretty lousy Smart Phone pictures too – would you agree?  Well, we have come across this article from Hubspot and it turns out there are some nifty tips to help you in the interim.

Take a read – we’d love to know what you think.  We definitely learnt a trick or two.

Remember, it’s not about taking short cuts – rather – finding a great alternative solution to keep on ‘keeping on’, running a daily – weekly – visual content plan.

NOTE: It must be in your plan to invest in a professional photographer every 6-12 months – keep things fresh.  These images become assets to your business and are a strong reference point in your advertising and brand representation.  If you are ever looking for a good photographer, come across and give us a shout – we have photographer’s that specialise in the hospitality industry and we’d love to chat.

Until then, enjoy these tips ………..


The Team at Coterie

How to Take Good Pictures With Your Phone:

17 Tips & Tricks to Try

Written by Lindsay Kolowich 


In order to take a great photo, you used to have to buy a fancy camera and editing software for your desktop computer. Then, you had to invest some serious time and energy into learning how to use them.

Thanks to smartphones and editing apps, we can now take high quality photos and edit them without any bells and whistles.

But taking a great photo on your smartphone is not as simple as pointing and shooting. There are plenty of bad smartphone photos out there — I’m sure you’ve seen one or two of them.

So, what’s the secret to taking great pictures with your smartphone? Turns out there are a few of them. Check out these tips below to improve your smartphone photography game.

17 Tips for Taking Pictures With Your Smartphone

1) Turn on gridlines to line up your shot.

One of the easiest and best ways to improve the photos you take on your mobile device is by turning on gridlines so you can properly set up your shot. It superimposes a series of lines on the screen of your smartphone’s camera app that are based on the “rule of thirds” — one of the most well-known principles of photographic composition.

The rule of thirds says to break an image down into thirds, both horizontally and vertically, so you have nine parts in total. The theory is that if you place points of interest in these intersections or along the lines, your photo will be more balanced and will enable your viewer to interact with the image more naturally.


Image Credit: Digital Photography School

To switch the grid on …

  • iPhone: Go to “Settings,” choose “Photos & Camera,” and switch “Grid” on.
  • Samsung Galaxy S5: Launch the camera app, go to “Settings,” scroll down and tap “Gridlines on.”


Image Credit: Lynda.com

2) Focus on one subject.

Many of the best photos include just one, interesting subject. Plus, it’s usually easier to get the composition right when your photo only has one subject. Spend some extra time setting up the photo, tap the screen of your smartphone to focus the camera on your subject, and capture away. Use negative space (i.e. empty space) to your advantage here to make your subject stands out even more.

Pro Tip: Once you’ve taken your photo, open it in the Snapseed photo editing app and use its “Selective Adjust” tool to make your subject even more vivid. Using that tool, you can pinpoint your subject and adjust the brightness, contrast, and saturation of that single point in the photo. 


Image Credit: Patrick Janelle

3) Embrace negative space.

Speaking of negative space … it looks good. Real good. “Negative space” simply means the area around and between the subjects of an image. When it comes to composing great photos, use simplicity to your advantage. When you include a lot of empty space, your subject will stand out more and evoke a stronger reaction from your viewer. Oftentimes, negative space is a large expanse of open sky, water, an empty field, or a large wall, as in the examples below.



Image Credit: Eric Christian

4) Find interesting perspectives.

One great way to make your photo memorable is to take it at a unique, unexpected angle. This can create a cool illusion with the subjects in your photo.

Most photos taken on mobile phones nowadays are taken either straight on or from a bird’s eye view. Try taking a photo straight up and playing with the sky as negative space, like in the first photo below. Or, you can try taking it at a slight downward angle.

Pro Tip: If you take a photo and find the perspective is a little askew or tilted, use the SKRWT photo editing app to adjust it so the lines look clean and square.



Image Credit: iPhone Photography School; Paul Octavious

5) Play with reflections.

Another cool idea for making your smartphone photos memorable? Look for opportunities to play with reflections. There are plenty of other sources for great reflection photos: puddles, larger bodies of water, mirrors, sunglasses, glass, metallic surfaces, and more.


Image Credit: Joshua Lott; Carlos Copertone

6) Use leading lines.

A leading line is any line in a photo that draws the viewer’s eye into the picture, from one part of the photo to another. Think staircases, building facades, train tracks, roads, even a path through the woods. They’re great for creating a sense of depth in an image, and they can make your photo look very well designed.


Image Credit: Carlos Copertone; Paul Octavious

7) Look for symmetry.

“Symmetry is a vague sense of harmonious and beautiful proportion and balance,” reads one definition. Symmetrical photos are incredibly pleasing to the eye, and they’re also one of the simplest and most compelling ways to compose a photo. In photography, symmetry usually means creating an image that can be divided into two equal parts that are mirror images of each other.

You can find symmetry “in the wild” or set up your photo accordingly, like photographer Eric Christian did in the first photo below. Remember to use those gridlines from tip #1 to line everything up perfectly.


Image Credit: Eric Christian; Carlos Copertone

8) Keep an eye out for repetitive patterns.

Repetitive patterns are another pleasing subject to photograph. They appear whenever strong graphic elements are repeated over and over again, such as lines, geometric shapes, forms, and colors. These patterns can make a strong visual impact. Sometimes, simply photographing a beautiful, tiled floor can be enough to create a striking image. Other times, it’s more fun to keep an eye out for where they appear naturally.


Image Credit: Patrick Janelle

9) Avoid zooming in.

If you’re taking a photo from a distance, you may be tempted to zoom in. Actually, it’s better not to zoom in. Instead, either get closer to your subject or take the photo from the default distance away, and crop it later on. That way, you won’t compromise quality and you can play around with a larger image later on.


Image Credit: Obama Pacman

10) Capture small details.

You know the phrase “it’s the little things”? Close-up photos that capture small, intricate, delicate details can make for really compelling photographs. Keep an eye out for textures and patterns like peeling paint, a gravel road, or a tile tabletop.

Pro Tip: Use the “sharpen” tool in your favorite photo editing app to (conservatively) sharpen the details of your photo. You might also download the Camera+ app and use its Clarity filter, which is what The Wall Street Journal‘s Kevin Sintumuang calls the app’s “secret sauce — it adds pro-camera crispness to almost any shot.”



Image Credit: Paul Octavious; Eric Christian


11) Keep the flash off.

Let’s face it: You’d be hard-pressed to find a great smartphone photo that was taken with a flash. Most of the time, they’re overexposed and make the colors in your photo go totally out of whack. Even the iPhone 6’s TrueTone duel LED flash isn’t perfect. Instead of using flash, take advantage of the sources of natural light you can find. You might even play with shadows, like in the second image below, or create a silhouette.

Once you’ve taken the photo, play with the “Exposure” tool in your favorite photo editing app to see if you can make the image slightly brighter without getting too grainy.




Image Credit: Patrick Janelle; Paul Octavious

12) Create abstracts.

Abstract photos are meant to capture the essence of your subject without revealing it as a whole. The point is to create unique, surprising images from ordinary subjects. Oftentimes, you can accomplish this by cropping an otherwise normal photo or taking close-up shots. Subjects with patterns or repetition are great candidates for abstract photography.




Image Credit: iPhone Photography School; Patrick Janelle

13) Take candids.

While posed photos can be great for memory’s sake, candid shots of people doing things, or people with people, are often far more interesting. Why? Because they more effectively capture the emotion and essence of the moment.

 One of the best ways to capture an interesting candid shot is to take a lot of photos. You’ll have more to choose from, and often the best photos happen when the stars align in a single moment — everyone’s eyes are open, one person is tilting their head just so, you finally got a shot of Derek smiling with his teeth, etc.


Image Credit: Patrick Janelle

14) Think outside the box.

Composition is a huge part of what makes a photo great — but, then, so is the photo’s subject. Some of the most delightful photos come out of cool, unique ideas. Images are more effective than text at evoking emotion from your viewers, and that means getting your photos to say something. Try thinking outside of the box and surprising your viewers with a cool or unexpected subject.


Image Credit: Paul Octavious

15) Make your viewers laugh.

Speaking of evoking emotion, sometimes the most memorable photos are the ones that make us laugh. The first image below of the older woman wearing a brightly colored “Hi Hater” shirt is funny because it’s unexpected. The second image of the dog toy on a dinner plate is poking fun at the classic Instagram food shot from a dog’s perspective. If you can make your audience laugh, they’ll likely enjoy your photo.


Image Credit: Baddie Winkle; Jeremy Veach

16) Attach an external lens.

If you want to get real fancy, there are lenses out there you can buy and attach to the top of your smartphone’s native camera lens. From fish-eye lenses to wide-angle lenses, these add-ons can bring an entirely new quality and perspective to your photos. According to Wirecutter, the best camera lenses for iPhone photography are Moment mobile lenses. Start there or do some research to find the lens add-ons that fit your smartphone needs.


Image Credit: MobileFun.co.uk

17) Use the right photo editing apps.

Composing and taking your smartphone photo is just the first step to making it visually compelling. Editing your photos using the mobile editing apps is the next step — and a very critical one, at that. There are a lot of great photo and video editing apps out there for mobile device: Read this blog post to see our list of the best photo editing apps for mobile devices.


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Whether we all agree, like, endorse Facebook.  Whether we find it a useful tool (based on personal opinion) to grow hospitality businesses as an industry.  One thing is for sure, Facebook’s internal operations is at the forefront of Mark Zuckerburg’s business mind in order to manage, sustain and grow their business platform, efficiently, understanding that ‘PEOPLE’ are the corner stone for their success.

This, as an industry, we must adopt to buy more time, bring in more customers, generate more profit, reduce staff turnover.

Here is a little insight as to what Facebook have been using inside their internal operations to build:

  • Employee/Employer/Team communication
  • Team updates
  • Think Tank sessions
  • Create an ‘open’ culture

Take a little read here to learn more about Facebook’s new tools being released to the public to enhance these aspect of business growth, sustainability and retention.






A few years ago, a group of engineers built a version of Facebook that we use internally to make our company more open and help teams work together. It’s an app, but I think about it more as a way of running a company.

At Facebook, we’ve always had an open and transparent culture. We believe helping people share what matters to them and seeing what matters to the people they care about is important — and that is as true at work as it is anywhere else. People do their best work when they have more knowledge of what’s going on at their company, and people work together better when they understand their colleagues.

We’ve strengthened our culture by building tools that reflect our philosophy. Teams now communicate using Messenger, share feedback about what they’re working on in Groups, and participate in discussions happening across the company in a version of News Feed.

Every week I have an open Q&A where employees can ask me any question they want. People vote on the top questions they want me to answer in one of our groups. There are so many examples like this of how we use these tools to make our company more open and work better.

One day, we realized other companies would benefit from using these tools and being more open as well. We started letting a few organizations around the world use our tools — now called Workplace — and the feedback has been very positive. Now more than 1,000 organizations are using Workplace.

Today we’re making Workplace available to any company or organization that wants to use it. Everyone’s experience on Workplace will be different, just like everyone’s experience on Facebook is different. But I think Workplace will help more companies create the kind of open culture that encourages people to connect and share. You can learn more by visiting workplace.fb.com or by following the Workplace by Facebookpage.




I am excited to announce the new branding for Coterie has moved from Coterie Australia to Coterie Hospitality.  If you are wondering why, it is because we have gone “INTERNATIONAL!


Last year I did a lot of research on how to continue to help the ‘global’ hospitality industry.  This resulted in some international networking around the globe and travel across the pond to the United States of America.

I set sail across to California last December to (of course, a wise business operator would do their research first) see if there were any opportunities for Coterie in the US hospitality market.  I have personally always had a connection with North America as I started my life in Southern Maryland as a bubba, popping out to meet the world in the Patuxent River Naval base (on this day – 7th April) back in 1980.

This research of the USA hospitality industry has now resulted in two very exciting partnerships for now, Coterie ‘Hospitality’ –


We are by no means leaving Australia, we are just on a mission to help the global hospitality industry – driving Education – which in turn empowers business independence, increases business assets, building stronger more profitable teams, driving profits to the bank, and for the greater good – impacting people’s lives with greater experience for Customers.

Our first stop of the expansion is sunny California.

On Monday and Tuesday (11th and 12th April – PST) I will be flying the Coterie team flag along with representing the Australian Hospitality industry at the Golden Gate Restaurant Association Industry Conference.

I am a guest panelist on two panels for the Conference:

  1. The Tipping Point – discussing America increasing the award rate to $15 per hour by 2019. They are moving to $13 an hour by July 1st.  And exploring the effects of a ‘non-tipping’ structure.

Australia, a non-tipping culture, I am able to share with the California Restaurant community how Australia is still in growth considering the economic climate of high wages, high labour costs, high running costs.

  1. Your Brand Is Your Backbone – America is very much a focus on outward bound Branding and Public Relations. I’m excited to share the strategies that we are using at Coterie and across Australia by building your brand from within your hospitality business (the backbone of success) – increasing the loyalty of customers in a noisy world, how to reduce your costs by learning the steps to do your own Marketing and Advertising – and some of the cool examples that is, again, putting segments of the Australian Hospitality in a position of growth

Check out the conference here if you want a little gander of what we’re doing – http://ggra.org/industry-conference/


Coterie is changing the game in hospitality business away from the consultancy model.  With high running costs for businesses, loads of competition (customers spoilt for choice, even if it’s not of high value, the hospitality market is saturated) we are building foundations that breed loyalty, communities and sustainable business growth all through our education programs – giving YOU the keys to control your own success.

If you want to jump on board, learn more, or simply follow the journey please do stick around.

We’re excited to be Australian, excited to now be spreading our wings in helping more global hospitality businesses live the life they want, and continuing to grow one of our favourite past times – socialising with friends and family – this being in the hospitality industry.

First stop, California!!

On behalf of Coterie Hospitality, I’m excited and proud to be part of the global hospitality industry. Let’s make it one HECK OF A SPECIAL COMMUNITY, uniting together.

Cheers from the birthday girl, embracing the number 36 today!!  And what a great day to announce our international expansion and hospitality partnerships.

Carrie White



CEO and proud Mother to my brain child – Miss Coterie.  Plus team member of our fabulous Partners.

Happy Days!



Image cred: Journalist Francis Lam (far right) moderates a conversation with Chef Traci Des Jardins, Chef Gavin Kaysen, Mina Group President Patric Yumul, and Union Square Hospitality Group’s Sabato Sagaria at the 1st Annual GGRA Industry Conference

Attract More Customers Using Snapchat

Snapchat is more than just a tool that teenagers use to send selfies and inappropriate photos to each other.

It’s is all about telling YOUR story. Which is GREAT for living with your customer base in real time.

This puts a big emphasis on the experience that your Hospitality Business provides for them.

Here are 5 tips to attract more customers into your Hospitality Business using Snapchat. 

1. Create a full experience story using the perspective of your customer.

Think of it as a mini movie and your business is the star. You want to be able to showcase what it’s like to be at your business from morning to evening OR from customer arrival to when they leave. This will allow the customer to imagine being there and living that experience.

2. Showcase your staff!
It’s not JUST about what you provide, it’s who is providing it and who the customer will interact with. Let them be the star.
3. Specials!
If you have any chef specials, drink specials, or any kind of special event you want your customer to know about – use visuals!
4. Customer testimonials!
What better way to attract more customers than with happy/satisfied current customers! This is a great ego boost for customers as it allows them a platform to express their satisfaction. They like letting people know they had a great time!
5. Behind the scenes
For special events is a great way to show that you’re more than just a pretty face! Want more wedding bookings? Ask the next bride if you can show off their wedding to future clients.  Have a private room in your restaurant? Show off the next event that’s being held there.

The best thing about Snapchat is that you aren’t going to be bombarding your customers with photo after photo like you would if you posted a story on Instagram.

Also, put in your contracts for room or event bookings that your establishment holds the rights to take promotional photos.

As you can see, Snapchat is a fun tool that allows you to show off your business so you can attract more customers in real time.

Happy Snapping!!!!!



California Tourism Commission Meeting – 2016

We had the pleasure of a cordial invitation to the California’s Travel & Tourism Marketing Conference in San Francisco with our budding friends at California Restaurant Association on Wednesday, Feb 24th.

CRA Meeting 2016- Westin St Francis-2
CRA Meeting 2016- Westin St Francis-3
Views for days and a city – San Francisco – plus state – California – that have an amazing team at Visit California that bring together a platform that makes absolute  sense – having seen the presentation – as to WHY California is a bucket list and return destination of choice.
A busy day for us at Team Coterie:
* Partnership development meeting with California Restaurant Association
* Checking in with the California Tourism Commission Meeting
* Meeting fabulous movers and shakers in the Californian Tourism & Hospitality industry 
California Tourism Commission Meeting - 2016
PLUS, throw in enduring some ghastly views of San Francisco Golden Gate Bridge, Bay Views, City of Miss San Francisco …………………………….. 
CRA Meeting 2016- Westin St Francis
CRA Meeting 2016
Hard day in the office!!! HA!
What inspires me …………
Listening to a company that is about their people.  And when I say ‘their’, I mean US!  And when I write ‘US’ I mean EVERYONE!
Visit California drive home the projection and connection of human experience and that is clearly how and why their travel growth – particularly 2014 – 2015 – is on an exponential rise.  But additional to this, it doesn’t stop with the tourist spend.  Visit California intertwine their strategy to create more jobs in California, employment retention – increased employee income level – and growing the Californian economy.
This IS what it is all about!
To have an opportunity to perch in a setting that resonates with you not only by interest, but by purpose ……….. gratitude sets in. Not only was it fabulous to catch up on the lay of the San Francisco land, California are strengthening their tourism and culinary relationship with Australia ………… The ‘timing’ – in more ways than one – seems to be brewing some pretty cool stuff …………………………… again, STAY TOONED!!!And to be a minority of “G’day Mate” – noticeable dulcet tones – amongst the American soft rolling ‘rrrrrrrrrr’s’ ….. you soon discover we DO have an accent.

I come from a land down Unda ……………. Great Southern Land 😉

Bonding with the American Hospitality & Tourism industry is our choice!

Cheers from San Francisco,


Get in Touch with the team at Coterie

If you’re looking for more tips, we’d love you to join our community on LinkedIn and Facebook

We’d love for you to share your thoughts and opinions…