Drinks brand building

Drinks brand building
Photo by Taylor Simpson / Unsplash

Wanna build a drinks brand in a market?

You have 2 approaches:

Choose wisely:

  • top down
  • bottom up

Usually brands enter a market with a distributor and then ask them to enter cool outlets. (top down)
Think backwards (bottom up) and do your homework instead:

  • study the market
  • understand what are 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.