If you have to push the sell-in, it will likely not sell-out.

If you have to push the sell-in, it will likely not sell-out.
Photo by Andrea Mininni / Unsplash

Brand, distributor or bar owner: nobody needs another dusty bottle.

Focus on who "gets" your product proposition👇🏻:
If you have to over explain what your brand stand for, they will not be able to explain it further down the chain.

  • The sales force will not get it
  • The bar owner will not get it
  • The bar staff will not get it
  • The customer will not get it.

If it's hard to explain, I'll explain some other brand I can explain.
The path of least resistance creates rate of sale.

Brands are built bottom up.

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