Photo by Taylor Simpson / Unsplash
Wanna build a drinks brand in a market?
You have 2 approaches:
Choose wisely:
top down
bottom up
Usually brands enter a market with a distributor and then ask them to enter cool outlets. (top down)Think backwards (bottom up) and do your homework instead:
study the market
understand what are the right venues for your commercial proposition
approach them first
do the pre-sale
ask them who’s their favorite distributor
approach that distributor with a shortlist of interested prospects.
Start with the end in mind.
Brands are built bottom up.