Stop thinking sell-in. Think sell-out.

Don't sell in a full case to a bar.
If they can only sell out a bottle.
Here's why:

If you load them with products they can't sell, they will start hating it.

Focus on helping them generate demand from consumers.

If not, they will want to get rid of it fast and cheaply.

Today's gain can be tomorrow's issue.

Stop thinking sell-in

Think sell-out.

Brands are built bottom-up