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.