Look at your brand with the customers' eyes.

Look at your brand with the customers' eyes.
Photo by Steve Allison / Unsplash

Don't look for an importer that can get you in a bar.

Understand which bars you want to be in and work it backwards.

We tend to think top down

Think bottom up:
Look at your brand with the customers' eyes.
If you don't know it well enough, you cannot explain it to a distributor.
Don't push the problem down the distribution chain.
Start from the glass and walk backwards.
Rather than cold calling an importer with your product, start with this:

  • translate your brand positioning into a commercial proposition
  • look for those bars in that market that share the same ethos
  • find the importer that can get you there.


If you have already connected with those bars and made a pre-sale, it's much easier to send that email and get them to make the first order.


Brands are built bottom up, not top down.

Subscribe to winning with drinks

Don’t miss out on the latest issues. Sign up now to get access to the library of members-only issues.
jamie@example.com
Subscribe