Drinks brand building

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.