Demand generation & ROS

A craft brand should create demand. Rather than going after a market, create a new one. Learn from early craft brands' history. Define your commercial niche and expand it from within. Don't go after a market of 000's cases or 000's hectolitres. Your priority is to sell the first case

If the brand gets dusty on the shelf, short term it's your customer's problem. Long term, it is your brand's problem: If they have no interest in recommending it and selling it, it won't work. Stop: * having a "push mentality". * pushing the issue down the links of the chain. * thinking