
ABOUT ARAS
Aras is the
Midwest's premier
food and beverage sampling company.
Aras is a full-service promotional talent agency founded in Milwaukee, Wisconsin, by Sara O’Driscoll. We are a 100% women-owned and operated, certified small business with over 18 years of event execution and client management. Our executive leadership team has spent over a decade in the wine & spirits industry, working with both distributors & suppliers. Aras aims to be the market extension your brand needs.
Our full-service offerings take the busy work off your plate and provide professional communication, execution & recapping. All clients have 24/7 access to schedules and detailed online reporting with photos. Hiring Aras has proven to help increase brand awareness, boost sales, establish repeat buyers, and create an exciting experience for all customers. Have peace of mind that Aras will plan and execute it on your behalf.
Why Aras?
Aras has coverage in 20 states and more to come…
Our custom-built portal allows access to our clients, brand ambassadors, and accounts. Our portal displays upcoming events and post-event reporting, which provides feedback on traffic flow, consumer comments, account comments, sale objections, the number of people sampled, and products sold.
We also staff point-of-sale managers in most major cities. They manage, organize, and distribute event materials where needed. Simply ship your branded items to our POS managers, and they will take care of the rest.
Aras believes in overcommunication with all parties involved in an event. Locations, distributors, clients, and ambassadors will receive reminders of upcoming demos. With decades of experience, we have very established relationships with most accounts and distributors.
It’s me…hi…I’m the owner of
Aras…it’s me!
(Taylor Swift pun intended)
I founded Aras Promotions in 2006 with the idea that I would staff one summer of events for one client.
However, after working in the liquor industry for years, I saw a need for a quality agency in Wisconsin. I took the big leap to quit my job and start that agency. The vision of what Aras would become was never expected!
I started as a one-woman shop, working from home in Milwaukee only. Over the years, I hired employees, rented office space downtown, and continued to expand our coverage and services. Aras provides brand ambassadors for grocery store tastings, bar samplings, golf outings, festivals, and trade shows. We recently created another “sister” company called Full Circle Marketing. Full Circle customizes branded apparel, accessories, and other goods. Aras services 6 of the 12 Midwest states and plans to continue to grow! In addition to the services listed above, we have grown our corporate hospitality business. Companies can hire us to assist with their company outings, allowing employees to enjoy the outing while we handle the hard work.
Outside of Aras, I am a wife and mother to three boys. Our family spends time traveling, enjoying lake life at our cottage, and hosting many social gatherings. Once a party planner, always a party planner! Three boys keep us busy with all their activities. My life involves a lot of logistical planning! Exercise is part of my daily routine, with weightlifting, yoga, Pilates, and walking.
I love what I do! I am passionate about female business leaders, the industry, and career. I am proud of what I have built with the help of an amazing team of women behind my back.
ARAS TIMELINE
2006
FEBRUARY 2006
Aras Promotions LLC was formed
Markets covered: Milwaukee & FV
100% of business is in the on-premise sector
2009
2009
Expanded to Madison
2010
SEPTEMBER 2010
Started managing the Wine Demo Schedule for Roundy’s Chain. This created a major shift in business to off-premise business
2011
2011
Expanded to Eau Claire
2012
MAY 2012
Law changes to allow spirits to be sampled in off-premise
2013
JANUARY 2013
Expanded to Minnesota
OCTOBER 2013
Ashley Janz, Aras’ current Vice President of Finance, is employed
2015
JANUARY 2015
Sara has baby #3
Expanded to Illinois
SEPTEMBER 2015
Moved office to 225 E. Mason Street, Milwaukee
2016
MARCH 2016
Launched our customized and personal portal moving all our work online and away from spreadsheets
2018
JANUARY 2018
Launched Food Demo Program with Festival Foods introducing a new line of products to promote outside of the liquor industry
DECEMBER 2018
Tara Biever employed who is still employed as Aras’ Program Manager
2019
2019
Best Year in Business! Aras had 3,000+ events in December of 2019.
2020
JANUARY 2020
Aras has nine employees
Six full-time and three part-time
Rebranded with new colors, logos, and website
MARCH 2020
The worldwide outbreak of coronavirus caused many grocery store chains to cancel all demos, resulting in a significant loss of business for Aras. Aras had to lay off all employees and experienced a complete business shutdown
2021
MARCH 2021
Business came back with a very fast influx! Aras had to hire an all-new office staff to support the business. Staffing is a significant problem as we could not find ambassadors willing to work (nationwide shortage of employees).
APRIL 2021
Expanded to Iowa
2022
2022
Aras continued to struggle in the post-COVID world with rebuilding the company structure and finding quality ambassadors to represent the brands. Turnover was high during this timeframe.
2023
JANUARY 2023
Aras continued to struggle in the post-covid world with rebuilding company structure and finding quality ambassadors to represent the brands. Turnover was high during this timeframe.
SPRING 2023
Expanded to Kansas City, Nebraska, and more cities in Iowa
2024
JANUARY 2024
Plans to expand to 6 new states emerge.
AUGUST 2024
Sara is featured in the BizTimes article “Women Who Lead”
2025
JANUARY 2025
Aras acquires Trade Lions (a similar agency to Aras based out of Atlanta), which allows Aras to start servicing GA, TN, NC & SC