SPONSORSHIPS & EVENTS
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LICA’s sponsorships supports events and activities that can be positively associated with our brands, ranging from global to local. Sponsorships such as sports- and music events connect our brand and our values with the sponsored events and their fans and visitors. Not only do sponsorships fit well with our values, it is also an effective way of communicating with consumers. Our brand becomes directly visible for more people, which helps to build brand awareness and credibility. But ultimately, sponsorships are about growing our business and driving the long-term sales of our cocktail brands.
Before we commit ourselves to a new sponsorship, we first ask ourselves who our target audience is and what type of activities are most appealing to them. Knowing this helps us to determine which type of sponsorship program makes the most sense for our brand.