Subscribe

Topic

Commercial strategies

A collection of 11 issues

Are you a kicker or a picker?

There's 2 ways to manage brands. Pick the right one: Some managers run their brand by focusing on the current quarter. It's ok, we all need to do that sometimes to pay the bills. ❌ What's not ok is when: * the way you hit this quarter jeopardizes the ability to hit

Building a drinks brand is like learning a new language

Building a drinks brand is like learning a new language. You have 2 options. Pick one: Learning a language 1. you can learn it fast in the street and not know how to write it 2. you can learn slower but be able to write each word you know. Building

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

Wanna know the biggest mistake drinks brand do in the market?

Wanna know the biggest mistake drinks brand do in the market? Procrastinate on jointly agreeing on targets with distributors. No matter how painful that is. Do it ASAP: Often companies require a swift pace of growth but, to avoid frustration among all parties involved, it is crucial to understand what

How to introduce your drink to a bar

Don’t show them your bottle, show why it complements their back bar. Don’t talk about the liquid, show how it enhances their food. Don’t tell them it’s premium, show the margins it provides them. It's not about your brand It's about how your brand fits their

The Sales Planning

Selling 1000 cases/year is really hard. But, it’s more doable if you break it down. What if I told you it is (roughly): * 80 cases/month * 500 bottles/month * 15 bottles/day * 200 cocktails/day * 4 cocktails/day in 50 bars It’s not easy. But it’s

Do you ever feel nervous after a bar’s first order?

When the foot in the door may turn into something bigger. 🤔You're probably worrying about: * are they trying it? * will they order again? * how many bottles or cases? * should I pass by to check in? * will another brand take my spot? 🤫 They're probably figuring out: * if the bottle should have

Simplify your strategy!

Don’t just cure the symptom. Get to the cause of the pain. The strategy takes time but it lasts longer: Skip the 150 pages of PowerPoint decks. But don’t rush into short-term solutions. Strategy requires thinking. But if it’s not actionable it stays on paper. Simplify your

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