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Drinks brand building

A collection of 15 issues

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

Wanna know a secret about driving 🥃 &🍺 sales in a bar?

Wanna know a secret about driving 🥃 &🍺 sales in a bar? Bartenders don't need another cool brand activation. They need your help to sell your bottle out: Most activations are brand-focused instead of consumer-focused. Give bartenders a couple of messages to explain your product. 🎯 If you help them sell it out,

Outlets that fit your drinks brand

You don't need the world’s top bars to build your drinks brand. Go find: * outlets that fit your drinking occasion (and people will buy it) * outlets that will show your bottle (because it helps them) * outlets that will tell your story (because it helps them) The world’s top

How to gather drinks industry insights

How to gather drinks industry insights: Old way: * Running Focus groups (with wannabe influencers) * Pretending to be customer-centric (and ignoring feedback) * Discussing findings in the echo chamber (of the board room) New Way: * Observing the action in a bar (in person) * Studying drinks menus (reading between the lines) * Talking to

Big brands were once craft brands.

Big brands were once craft brands. Then they outgrew their founders team, following their dream. With size, processes and bureaucracy had to kick in. Here is how can you retain a founders mindset, working for a big brand: ↓ Not everything has to go through a process. Not all research must

What should you focus on?

There are 2 approaches. Pick one: Great strategies with a bad execution, fail. Great strategies with an average execution, just survive. Average strategies with a great execution, win. I t’s like a marathon. If you give all you have in the strategy part, you will run out of fuel

Why do brands / distributors relationships often fail?

Why do brands / distributors relationships often fail? Because they are approached like dating. Intros are made by friends or SoMe, based on look and attitude. What about starting from aligned objectives? Where do you want to be with your brand in 5 years? Do you want to be a premium

Are you building a drinks brand?

Are you building a drinks brand? Still thinking top-down? Think again: The industry has done it for decades. * Launch a brand * Find a distributor * Ask them to sell to customers * Check how much they’ve sold It doesn’t work like that anymore. There are too many brands out there.

Often the problem is not your packaging.

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