You can convince distributors to sell your brand...
...or show them the bars that already want your brand.

Choose your approach wisely:

  • top-down (you push the brand)
  • bottom-up (the market pulls the brand)

Usually, brands enter a market with a distributor and then ask them to enter cool outlets. (top-down)

Think backward (bottom-up) and do your homework instead:

  • Study the market
  • Understand the right venues for your commercial proposition.
  • Approach them first
  • Do the pre-sale
  • Ask them who’s their favorite distributor
  • Approach that distributor with a shortlist of interested prospects.

Start with the end in mind.

Brands are built bottom up.