How to do a market visit in the drinks industry

How to do a market visit in the drinks industry
Photo by yousef alfuhigi / Unsplash

How to do a market visit in the drinks industry?

Old Way:

  • Fly to a city
  • 8h stuck in an office out of town, going through Q2 numbers
  • Out to see the market in 2-3 sugar-coated bars
  • Dinner out in the best customer to show off
  • Pretend it’s all good and Q3 will be better
  • Tick the box and fly back

New Way:

  • Get the presentation as a pre-read
  • Before the visit, map the outlets you wanna visit
  • Fly to a City
  • Visit those outlets with the distributor
  • Have a short meeting in one of those venues
  • Agree on clear actions that you both buy into

Real-life in the market > Ivory tower preaching

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