Ok - lets discuss this.... You are right - Awareness does start at the liquor store, where there is no other form of print advertising or any form. But that is not the responsibility of the retailer. That is on the distributor or the vendor. Taste testings.... right thing to do, limited in scope/audience, but after enough you can start to make a smallish impact....

The awareness really occurs at bars/clubs....which is why it is important to validate if they are in clubs.

As for Twitter.... It is all about volume that is able to be retweeted.... who cares how simple, if nothing is out there, nothing can be retweeted.... So its Friday... Why not tweet out, "Hey, enjoy you Friday with a marani martini at..." blah blah blah..... Get that retweeted.... people know what Friday is, they know what a Martini is, but they will differentiate themselves on the Marani... That's how the trendy work... especially in SoCal.... its not the event or the product, but the Name of the product.... Psychology is important in this moment