Your new
favorite:
Spirits Specialist, Brand Expert,
Event & Project Manager
Are you looking for an expert for your spirits or wines? With me you will find support in the areas of consulting, optimisation, placement, training and event and project management. I have been working for various brands and marketers since 2015 and make brands more visible.
As seen in:
my specialities
What i offer.
Spirits Specialist
Brand Expert
Project & Event Management
Spirits Specialist
Brand Expert
Project & Event Management
About me
I am “Herr Lutz”.
Hello, I’m Michael Lutz. Born and raised in Germany, my passion for travel has taken me around the world, allowing me to experience and appreciate diverse cultures and flavors. For the past few years, I’ve called Hamburg, Germany, my home.
Professionally, I have extensive experience in marketing, especially within the wine & spirits industry. Organizing and managing events throughout the GSA region (Germany, Austria, Switzerland) and in Spain is a key aspect of my daily responsibilities. My role has encompassed everything from initial planning to on-site execution, ensuring that every detail is handled with precision and care.
I am fluent in German and English with a basic proficiency in Spanish.
If you’re looking for expert assistance, I’m here to help. Let’s work together to achieve outstanding results for your brand.
“The only way to do great work is to love what you do.”
– Steve Jobs –
References
Brands I worked with.
Spirits Specialist
I provide comprehensive training for distributors on brand history, values and unique selling points (USPs). I train sales forces on individual SKUs, highlighting USPs and conducting competitor analysis in each segment.
Additionally, I offer staff training for both on-trade and off-trade environments, covering all brand matters and categories to drive sales and expand listings.
Education
- On-boarding of distributors regarding brand history, values and USPs
- Training of sales forces on individual SKU regarding USP and competitor analysis in each segment
- Staff trainings in on- & off-trade in all brand matters as well as the brand’s category to drive sales and extend listings
Masterclasses
- Wide range of special events tailored to the unique needs and occasions
- From classic tastings over cigar & spirits workshops to food pairing and fine dining events
Consumer Events
- Planing, organization and execution of consumer orientated promotions
- Stand alone events at clients and partners as well as advertising presence at established events.
Brand Expert
With over ten years of experience in the FMCG sector, particularly in the wine and spirits industry, I am dedicated to supporting your teams with strategic brand planning. My expertise includes
- brand building activities,
- brand activation initiatives and comprehensive support for trade marketing and sales departments.
- I also have a strong understanding of social media and press representation, ensuring your brand’s digital presence is equally robust.
While my primary focus is on German-speaking markets, my services extend across Europe, ensuring your brand achieves its full potential. Let me help elevate your brand with tailored strategies and initiatives designed to drive success.
Short Overview
- Drink strategy conception and implementation
- Masterclasses
- Food pairings
- Guestshifts
- Staff trainings
Brand Expert
With over ten years of experience in the FMCG sector, particularly in the wine and spirits industry, I am dedicated to supporting your teams with strategic brand planning. My expertise includes
- brand building activities,
- brand activation initiatives and comprehensive support for trade marketing and sales departments.
- I also have a strong understanding of social media and press representation, ensuring your brand’s digital presence is equally robust.
While my primary focus is on German-speaking markets, my services extend across Europe, ensuring your brand achieves its full potential. Let me help elevate your brand with tailored strategies and initiatives designed to drive success.
Short Overview
- Drink strategy conception and implementation
- Masterclasses
- Food pairings
- Guestshifts
- Staff trainings
Event & Project Management
My expertise as an international event and project manager is characterized by a meticulous attention to detail and a hands-on approach. I am dedicated to
- supporting your local teams or
- taking full responsibility for planning, organizing and executing stand-alone events, B2C fairs and B2B trade shows.
- Collaborating closely with your brand advocacy teams to create exceptional experiences for your clients, partners and influencers.
References
Some Insights.
Here you can get a small impression of some projects I worked on. If you want more details, just get in touch!
BCB:
- Coordination and approval of assembling of 27qm booth
- Conception of activation strategy
- Selection of collaborating bartenders and implementation of activation strategy on-site
Brand owner’s board meeting:
- 360° planning of board meeting in Berlin
- Selection of hotels, restaurant and bars ensuring brand listings in
- Activations in selected outlets, on- & off-trade client visits
- Supporting programs for board members and their spouses
Consumer trade fairs:
Hanse Spirit / Finest Spirits / München Spirits
- Agency briefing
- Conception of modular stand construction freely adaptable to different sizes and locations
- Setup of “liquid to the lips” promotions for premium and super-premium SKU’s
- Hosting and managing the team and all surrounding measures during the event on-site
Secondary placements:
- Agreeing and implementation of secondary placements at specialized retails
- Department stores and off-trade clients incl. relevant promotions
- E.g. on-packs or liquid to lips tasting to drive rotation of highlighted brand’s SKU’s
Catch me if you can
Events calendar
USA
- Nov., 7th – 10th @ Corpus Christi, Texas
- Nov., 12th @ Sazerac House, New Orleans, Louisiana
- Nov., 13th @ Sevent Three Distilling, New Orleans, Louisiana
- Nov., 18th @ Cigar City Brewing, Tampa, Florida
Switzerland
- Monday, Dec. 16th @ Globus, Lucerne
- Tuesday, Dec. 17th @ Globus, Zurich
- Wednesday, Dec. 18th @ Globus, St. Gallen
- Thursday, Dec. 19th @ Globus Glattzentrum, Wallisellen
- Friday, Dec. 20th @ Globus Bellevue, Zurich
Germany
- Wednesday, Jan. 29th @ RBZ am Schützenpark, Kiel
Contact
Get in touch.
Do you have a specific project or event or need advice? Even if you don't yet know exactly what you need, let's talk directly about your initial ideas or needs. together we'll find a solution.
Looking forward to hear from you.
