Your Story! Tell We turn the spotlight on Beverages LOUIedSVILLE &i THEb leBLUEGRASS ® ANNUAL BEVERAGE GUIDE MEDIA KIT Coming late April 2018, a special annual guide focusing 100% on the region’s beverages Beverage Edition Value Proposition Target a Your Your Benefit perfect message message from our 1audience 2gets seen 3gets seen 4 reputation many times Edible readers are Our readers devour each Our readers know we produce champions of local artisans issue cover-to-cover and your Readers tell us they never a high quality, award-winning and businesses. They want to message isn’t lost in a sea of throw away an issue, which publication. No other dig deep, understanding the ads. In fact, our readers view also means they see your magazine devotes editorial unique aspects of the region’s these story pages as part of marketing message again content exclusively to local food and beverages. the magazine’s content. and again. food and beverage culture. Get regional 5coverage We offer you a cost-effective strategy for targeted regional awareness — from Louisville to the Bluegrass and Southern Indiana. Get national Liquor Store Bar Restaurant 6reach Edible reasers travel here from Be part of our community! across the nation. With Edibles published in 100 citiies, those Print stats: Reader stats: Digital stats: Social media out-of-town visitors look to Edible Louisville Each copy of the Appx. 55,000 followers: the local Edible publication as and the Bluegrass magazine is shared pages views of 13,500 people a trusted guide—both online will print and with an average our website, and and growing follow and in print—to purveyors distribute 15,000 of 3.5 people appx. 30,000 us on Facebook, they want to support. copies of this (that means our pages views Twitter, special issue. advertisers reach last year of our Instagram, Extend over 50,000 digital magazine Pinterest and your own readers).* (which could our e-Newletter. support include your story). 7 of “going local” * Based on a national Edible Communities readers survey. We are 100% locally owned and operated. Our advertisers are almost exclusively local businesses and our readers are your neighbors. The fact is, we are all in this together. media kit | annual beverage issue | edible louisville & the bluegrass Our average reader is a Edible ✓ 48-year-old female who ✓ eats out at least once a week, ✓ enjoys spirits, likes to travel, and Readers ✓ purchases artisanal food & beverages. Edible Communities/Edible Media engaged Gfk MRI to conduct an online study of its readers to provide a readerprofileofEdible, including engagement with the publication, purchasing behaviors and attitudes, and demographic characteristics. Our readers spend an average of 59.4 minutes looking at each issue. Edible Edible Readers’ Readers Spirits Consumption Edible readers are Edible readers enjoy spirits, wine, and craft beer. outstanding customers. They are 3x more likely than the readers of other food & culinary magazines to drink bourbon. College educated 87% (Base: Personally drank either at home or away from home. Ages 21+) % Index* Mean household income $109,100 Bourbon 21% 349 Active traveler/ Vodka 35% 243 own a passport 79% Rum 16% 189 Average $ spent Tequila 24% 246 in restaurants Locally brewed beer/ale 36% na in the last 6 months $892.70 Locally produced wine 29% na Spent an average Edible readers are more than 3x as likely to “typically of 11 nights in a hotel drink wine with dinner” 46% 319 in the last 12 months 30% *Indexcomparisonsarebasedonacompetitivesetdefinedasreaders of any of the following titles: Bon Appetit, Cooking Light, Eating Well, Food & Wine, Food Network Magazine and Martha Stewart Living. Things readers Edible readers value the advertising information Food attitudes like best they see in the magazine and website… and take about Edible action as a result of it. In the 12 months: Edible readers live the “food life.” Whether cooking at home or eating 29% Bought/ordered an advertiser’s product out, they are knowledgeable and 89% That it’s local or service experiential consumers with a focus 67% Photo/Illustration/ 40% Used Ad Directory as a shopping guide on local food and beverage. Design (the look) 35% Visited an advertiser’s website 69% WhenIfindafoodproductI 65% Recipes 16% Used advertising for travel planning like, I typically recommend it to 28% Advertising people I know 46% Visitedaspecificstoreorlocation 64% IrelyonEdibletofindlocal 60% Discussed article or referred someone to it food and beverage options in the places I visit. 48% Prepared one or more recipes media kit | annual beverage issue | edible louisville & the bluegrass Testimonials Buffalo Trace Distillery It’s incumbent upon them“ to be brand evangelists, engaging storytellers and colorful personalities with space in their schedules for globetrotting. ” a bottle of Mellow Corn [Kentucky corn probably was a harder job than what the whiskey],” Lubbers said of the increasingly younger guys like me have to deal with,” popular Heaven Hill liquor. “I don’t know Elliott said. “We have their momentum many bartenders in the U.S. who even to work with.” know about Mellow Corn, but he did, and But he said that the last generation he knew how to use it. It’s exciting to see of distillers also passed along the mixed that outside our country.” blessing of their success. For example, Rutledge created Four Roses’ now-prized Photo: Jacob Zimmer Photo: Jacob Old Guard and New Guard Denny Potter, Heaven Hill line of limited editions, and when custom- Up to the 1990s, bourbon distillers’ pri- ers can’t get them, they gripe to Elliott. mary job was reviving flagging sales. of making bourbon popular again, their “I hear that a lot and I hate that people Vodka had eaten away its once-dominant replacements are expected to increase can’t get what they want,” he said. “Unfor- market share, leaving brands scratching supplies of those legacy whiskeys while tunately, a 10,000-bottle release doesn’t go their heads over how to regain lost ground. driving product innovation. It’s incum- that far with current demand. Everyone’s The needle moved modestly north bent upon them to be brand evangelists, kind of a victim of the success of bourbon and the heritage of what we’re doing, so industrial chemical distillation, 20% of her job at it and be successful. when Buffalo Trace master distiller engaging storytellers and colorful per- right now.” we go tell them,” he said. “Sure, I mostly fellow chemical engineers were women. “Sure, you’re aware that you’re the ommunities Elmer T. Lee created the industry’s first sonalities with space in their schedules Eddie Russell among them. The master like making whiskey and sleeping in my Similarly, Heilmann and Barnes worked only woman in the room sometimes, but C single-barrel offering, Blanton’s Bourbon. for globetrotting. distiller at Wild Turkey, also in Lawrence- own bed every night, but that’s not being on staffs where most colleagues wore dress it didn’t really matter.” On its heels came Jim Beam’s high-proof A challenging job description? Yes, burg, said his job as changed dramatically out there telling those stories. That’s the shirts and ties rather than blouses. Yet now that she’s teaching her 23-year- premium offering, Booker’s, named after said Heaven Hill master distiller Denny since joining his father, Jimmy, in the trade thing now.” “It just was,” said Heilmann, whose old daughter, Autumn Nethery, distilling edible Potter. But he said it’s also a picture of the 36 years ago. background includes work in the agri- at Jeptha Creed, her perspective has best job in the world. “Back then, if you grew 1 to 2% a year, Ladies Take the Lead cultural machinery and steel industries, changed to being a role model for younger “It’s a great job, no doubt about it,” Pot- you were doing good,” he said. “Heck, if In 2015, Kentucky had zero women work- not to mention distillery supervisor at woman. ter said. “But there’s a lot on your plate.” you weren’t losing 1 to 2% you were doing ing in the role of Booker Noe Plant, the “For Autumn and for other ladies who 2011 James Beard Foundation Such as managing and expanding good. Now we’re all growing at 8 to 15%.” master distiller, world’s largest bourbon want to pursue this,” said Nethery. “She’s Heaven Hill’s Bernheim distillery in Lou- He’s learned to become a storyteller, but just one year production facility, in Bos- excited to be getting into it, and now she isville. He’s got to mind more than a global traveler and later there were ton, Kentucky. “Those were won’t be intimidated about pursuing her Publication of the Year 1.5 million barrels in aging, a staff hands-on market three: Marianne male-dominated industries, goals in the industry.” of 100 and oversee contract negoti- Spiritsresearcher. SoarBarnes at Castle but I never thought much When Barnes interned as a chemical ations with union workers. “I talk to the & Key Distillery about it. I just did the work.” engineer at Brown-Forman, her bosses Eddie and Jimmy Russell at Wild Turkey. “But it’s a phenomenal job,” he USBG [United States (outside of Frank- But as Michter’s master surprised her when offering her the chance said. “I’m not sure it could be any Bartenders Guild] fort), Pam Heil- distiller, people remind her to train directly under master distiller Chris master distiller Booker Noe. And by the better.” Bourboneverywhere production I go isand at a 50-year highmann at Michter’s regularly that her appoint- Morris. Made the company’s master taster, time Heaven Hill master distiller Parker As master distiller at Four ask them what’s com- Distillery (Shively) ment was groundbreaking.