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Of the four main “ingredients” of marketing – product, price, promotion and place is the notion of “promotion” is often associated in the minds with marketing activities these activities should provide major influence on the fate of the goods in a particular market.
What is promotion? Although there are many different definitions of this concept, in fact it means the combination of methods that can convince consumers to buy goods, services or ideas. Promotion may take the form of direct communication – face to face with the consumer – or indirect effects through the media such as television, radio, magazines, newspapers, e-mail messages, billboards, etc. (Thellis, 1997)
Alcoholic beverages – is a special commodity in terms of promotion. It can be characterized as a product with constant demand, but at the same time these goods are not necessities. Alcohol in large stores is presented as a rule as very broad line of products, which you can select in multiple price segments. Therefore, it would be wrong to talk about ways of promoting of alcoholic beverages at all – each segment need to pick up their tools and techniques to increase sales.
Motivation for selection and purchase of alcohol
Alcohol is purchased for different reasons: “every day” (for family dinners and Sunday lunch), for special occasions, holidays, as a present. And, of course, a list of demands to the product and a set of significant characteristics will vary depending on the occasion.
The motives of customers’ choice in favor of a specific “bottle” can be divided into two:
1. When consumer thinks: “I love this brand, I know it and trust it” or “I buy it on the advice of friends, whom I trust”;
2. Spontaneous purchase, selection is made on the spot. And with this, the second motivation, work all the techniques and methods of promotion of alcoholic beverages in places of sales.

Price range of alcoholic beverages
The division into price segments is rather arbitrary, but nonetheless, it helps in choosing the right strategy, positioning and product promotion. (Thellis, 1997)
Promotion goals
Activities to promote the products have three main objectives: to inform, persuade and remind. Awareness – is the primary goal of promotion, because people can not buy the goods until have not yet become aware of its existence or do not understand why they need them. (Mullin, 2010)
Potential customers need to know where to find a particular product, how much it will cost and how to use it.
Convictions – also a very important element of progress, since most people need motivation to choose this or that way to meet their needs. If consumers have never used this product, they must convince its merits. And if they are accustomed to use goods competing brands, they must be persuaded to change it. A reminder about the opportunity to acquire a particular product and its merits as necessary as it stimulates additional demand.
Information, persuasion and a reminder – this is the main goal of promotion as a whole, while each individual activity in the field of promotion is aimed at solving specific problems. The latter include attracting new customers, increased demand from existing customers, helping retailers, wholesalers, maintaining a sustainable level of sales, the creation of knowledge of the trademark of the company, formation, portfolio sales and influencing consumer decision-making about purchases. (Mullin, 2010)

Product Overview and Strategies to Consider
The strategy assumes that the basis of a new brand was originally posited to be strong advertising idea. There are ideas, which themselves are able to promote the brand and fit well in the advertising messages. Alcohol specificity consists in the fact that the very name as the main advertising message that appears on each label must be conceptual, that is, be open to a bright image, a close and attractive to the consumer, and ideally – to bear the idea of an advertising campaign.
The example of Southern Comfort promotion is: “It is a unique premium liqueur with a rich range of flavors of whiskey, fruit and spices. Drink rich amber color gives a superb bright and delicate taste. Due to unique combination of flavors and aromas, he is great as a pure ice and in cocktails. At moderate sweetness Southern Comfort has sufficient strength, which makes it popular in both men and women. This liqueur is for people aspiring to new experiences. It creates a bright, cheerful, relaxed atmosphere for any gathering or party”.
The idea, which is laid in the name and image of “Southern Comfort” comes out of study of potential consumers: the name “Southern Comfort” comes from the most common (based on market research) motivation of alcohol consumption – the desire to comfort and relax. The name itself already outlines the image of a product that had only to be worked out in detail – eventually this liquor is for those who love and know how to relax, for convivial people with a sense of humor or those who want to be that way. “Comfort” and “Leisure” show the breadth of the image, and comfort – a favorite sense of all people, that lies in the depth of the image of liqueur. Rest and comfort in the minds of consumers is directly linked to alcohol – so that “Southern Comfort” is getting the exact image.
Conclusion
Campaign to promote “Southern Comfort” has special requirements for alcohol products. The advantage of the chosen strategy of “strong image” is in the fact that it involves bright advertising name, image and original ideas working. This, incidentally, is also the main shortcoming of the strategy: the most difficult is not so much to find a strong idea, but to consistently continue to seek out bright images to further promotion.
The most important is that all advertising should develop and strengthen the brand image. In this case, the company will achieve a long consumer preference regarding the brand.

 
References
Mullin R. (2010). Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work . Kogan Page; Fifth Edition
Schulz D. (1998). Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques… and How to Use Them. McGraw-Hill; 3 edition
Thellis J.G. (1997). Advertising and Promotion strategy. Prentice Hall
Tellis, Gerard J. (2003). Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century). Sage Publications