The Bottom-up Drinks Newsletter
In the dynamic landscape of the drinks industry, trends come and go. "Rum is dead. Whisky is dead. Vodka is dead." These phrases have echoed through the years, signaling consumer preferences. But are these pronouncements accurate, or is there a deeper truth we should uncover? The Myth of Category Demise:
The Bottom-up Drinks Newsletter
The drinks industry, an ever-evolving landscape of trends, presents opportunities and challenges for brands seeking to make their mark. In this fast-paced world, where innovation and consumer preferences dictate success, companies must gain valuable insights to stay ahead. While market research and internal analysis have their place, an often-overlooked goldmine
The Bottom-up Drinks Newsletter
In today's issue, I will talk about a massively debated topic in our industry: brand ambassadors. There is a lot of confusion about their role, what they should do and why a brand should need one. Big brands started the trend of Brand Ambassadors, but they are now popular among
The Bottom-up Drinks Newsletter
In today’s issue, I’ll share my experience and insights about what happens to your sales and to your brand's P&L when you start selling to more average bars. By adopting this approach, you’ll spend time better. You’ll likely increase your distribution while growing your rate
Best practice / Myths debunking
Wanna know if you should split hunters' and farmers' tasks? Think of it as cooking vs doing dishes. If you have to clean your own mess, you keep the kitchen cleaner: When a drinks brand grows, it's normal to have hunters & farmers. But when you start up and have a
Best practice / Myths debunking
Stop changing your drinks brand's packaging to solve sales issues! Don't blame it on your clothes if you can't read the weather. Change your approach👇🏻 : Do you want to know if your clothes are right for the weather? Weather Apps give you a first idea. Opening the window is a
Best practice / Myths debunking
If only employees were awarded to document “real”practice... ...instead, they are pushed to write polished best practices that hide what really happened: There are terabytes of ppt docs in companies clouds, that nobody look at just because they are self promotion documents. We all wrote some of those, why
Best practice / Myths debunking
Do you think event sponsorships are great for your small drinks brand? Have you built distribution yet? Some steps to help you decide: If those who tried your brand and liked it can't find it afterwards, you have wasted your time. Brand building takes time, right. But your team is
Sales Force Effectiveness
No silver bullet…but I’m sharing what I've learned in the last 20y: Let's demystify how to win in the market but let's also debunk some myths about how it is done. Always start with a clear objective. Build a solid commercial strategy (marketing+sales), execute against it with
Best practice / Myths debunking
It's very simple: stop incentivising lies. 1. Create a safe environment for employees to speak the truth. 2. Incentivise employees to revise old files and tell the naked truth. 3. Incentivise teams to look for old cases in databanks before starting similar projects. 4. If a project is a success
Best practice / Myths debunking