Wanna build a drinks brand in a market?
You have 2 approaches:
- 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.