RDBA WEBINAR: How Retail RDs Can Give A Boost To Shoppers Looking For Cocktail Alternatives
Global sales of no- and low-alcohol beverages are surging, and health-conscious millennials are driving the mindful drinking movement, with 66% making efforts to reduce their alcohol consumption, according to Neilson data. Sip along as we make two mocktails with renowned chef, Matt Abdoo and discuss 5 ways retail RDs can accommodate this trend while giving shoppers a boost. We’ll also hear from Spartan Nash’s Deanna Sheid, on how she used mocktails as the foundation to develop a successful 360, cross-functional marketing campaign for her 128 stores.
Deanna Sheid, RD coordinate SpartanNash’s health and wellness strategy, initiatives, and programs. She works with cross-functional teams including merchandising, communications, shopper marketing, and distribution marketing to bring health and wellness programs like Kid’s Crew, Nutrition Pathways, and their Living Well program to the forefront of stores. Deanna is the content creator for Living Well programs and campaigns which spans from recipe development, media spots, quarterly magazine publications, and cooking demonstration videos, to general social media content. In addition, she is responsible for fostering and maintaining partnerships across the country where stores are located.
Matt Abdoo is the chef and partner of Pig Beach BBQ, the critically acclaimed, award-winning barbecue restaurant and beer garden located in the Gowanus neighborhood of Brooklyn. Prior to opening his own restaurants, Matt was the Chef de Cuisine of Del Posto and during is tenure, the restaurant received a coveted four-star review from the New York Times, and the Relais & Chateaux distinction. Raised in the small upstate New York town of New Hartford in an extremely tight-knit Italian American Lebanese family where he began his culinary training at a very young age by rolling meatballs and house made pasta with his Nona. Today, Matt is a frequent guest chef on The Today Show and can often be seen as a guest Judge or Talent on many Food Network program such as Beat Bobby Flay, the Kitchen, Battle of the Brothers, Kitchen Crash and Michael Symon’s Throwdown. Matt has also appeared on NBC’s The Chew, the Dr Oz Show and DirecTV’s Fantasy Zone.
Danielle Robertson Rath is the Product Communications Manager for Red Bull. She is a best-selling author, speaker, and lecturer with 10 years of experience researching caffeine and energy drinks. Danielle has worked in the food and beverage industry for over a decade and her work has been published in the Journal of Food Science Education.
Nora Minno, RD is the Sr. Manager of Product Communications at Red Bull. Her career has spanned from the clinical side of dietetics all the way to the world of marketing and communications working with top CPG brands, pro sports teams, and fortune 500 companies. Her work and advice has been featured in national publications such as Self, Good Housekeeping, and the Today Show.