Subscribe

Topic

City strategy

A collection of 14 issues

Study the city before arrival

You don't want to be spoon-fed by a distributor on a market visit. You want to be able to decide where to go: Here is what I mean: When traveling to a new market, some things are important to see. All the rest works exactly the same as in your

Start small this week

Don't run around town, help 1 bar to go from 1 bottle to 1 case. Don't create a 100 pages segmentation, pick 3 types of bars. Don't create a random activation, make it easier for them to re-buy. Small wins, done every day, become big wins. Start small this week.

Drinks brand entering a new city?

Don’t look for an importer. Start from your ideal consumer to find your best RTM. Translate your brand positioning into a commercial proposition: * Where do “your” types of people go? * What does “your” occasion look like? * Approach the owners or bartenders on social media and ask them questions. * Understand

Win in your market first

Don't go elsewhere if you have not won somewhere. Focus on winning in your home market, first. Export is seen as the silver bullet for growth but is it? Imagine you are a distributor in Germany and someone tells you about a great Italian Gin. You call your Italian industry

How many export markets should you sell your drinks brand in?

I hear a lot: "my brand is already sold in x,y,z number of markets". Yes but usually, only 20% of those markets do well. Understand what works in a new market before embarking on the next one. Here's a 4 steps process to keep in mind: Entering a

Cool cities & neighborhood are not enough to build brands anymore

Are world's top cities the only places to build 🥃 🍺 brands in? Not anymore. They've lost the oligopoly. We need to go much deeper than picking a cool street on a map: Until 2020, we have only had the illusion that picking a top-class city could have helped us identify our

What to do if a bar thinks it's too cool for your brand?

Choose the right price and share your value fairly throughout the chain

Review the pricing architecture of the category market then set the premium price architecture at a level that will be sustainable, aspirational and reinforces the proposition. There is often a sweet spot for RRP (Recommended Retail Price) for a Gin, a Vermouth, a beer in a market but do not