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An Interview with Kate Laufer, the Director of Public Relations for Sidney Frank Importing Company, Inc.

Name: Kate Laufer

Employer: Sidney Frank Importing Company, Inc

Title: Director of Public Relations

Number of years in the beverage industry: 7 years

1. What is the most exciting thing about working in the marketing department for a major beverages company?

I love having the opportunity to not only help develop new and innovative spirits and wines but it's also great to create marketing programs and evolve already established brands. Marketing today has shifted from a one way communication to a dialogue which has resulted in the need for more dynamic marketing strategies that incorporating the ever-changing attitudes and perceptions of the consumer.

Also, people are really passionate about the spirits brands they love, especially ones like Jägermeister, as opposed to many CPG brands. It’s exciting to work with products that people feel so passionate about and are relevant in consumer's every day lives.

2. What advice would you give to someone looking for jobs in beverage?:

Other than the obvious of telling them to log onto www.bevforce.com, I would  advise them to get involved in the beverage community.  The beverage industry is a very close knit and approachable group of professionals.  Go to local store tastings, United States Bartenders Guild Meetings, trade shows and any other relevant events to network and gain additional knowledge of the industry.  

3. Finish this sentence... Beverage jobs are:

Impossible to leave! I entered the beverage industry by chance, never thinking I would still be here 7 years later. Beverage jobs are fun, interesting and provide a creative and challenging career path for professionals with an affinity for food and cocktail culture.

4. What do you think it takes to be a sales representative in the beverage industry?

To be a successful sales representative in any industry – one needs passion and a comprehensive understanding of their product's attributes and points of difference. Beverage sales jobs in particular are unique because you never really go off the clock - a good sales representative is always scanning back bars or store shelves for their brands, even if they are “off duty.”



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