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Insights

A collection of 20 issues

Wanna know who makes or breaks your sales month?

Wanna know who makes or breaks your sales month? Back Office. Here's why: Marketing creates demand. Sales convert that demand. Back office ships that case out of the gate. But what's in your ordering system doesn't matter... ..If no one converts that order into a shipment within this month. Don't

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

Wanna reach overnight success with your brand?

Wanna reach overnight success with your brand? Change how you look at it: ❌ How we tend to think: * hockey sticks * unicorn-type growth * million dollars acquisitions ✅ How it really happens: * patience * consistency * trial and errors * course corrections. It takes 20 years to make an overnight success. You were just not paying

Wanna know what can pizza teach you about who to hire?

There are 2 approaches. Pick one: Imagine you run a pizzeria: - You can hire the best pizzaiolo in town and rely 100% on him. - You can hire the one with the best system to drive scale. As an Italian living 16 years abroad, I'm always asked that question:

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,

Importance of distribution

99% of new drinks brands don’t put enough attention to distribution. They assume: * a strong brand is enough to sell. * their award-winning liquid will stand out. * they have connections to get listings in bars. Too much time spent in the echo chamber. Not enough time cracking what moves bottles.

Wanna know the 3 stages to win in the drinks market?

Wanna know the 3 stages to win in the drinks market? 1) Understand your brand: - what’s your core occasion? - what type of bars to approach? - how can sales explain it to bartenders? 2) Understand how to work with importers/distributors: - how can your team support

Drinks Industry People vs. Consumers

Drinks industry people love jargon. Consumers love clarity. They wanna understand: * what's inside the bottle (for real) * how it tastes (easy language) * how's best enjoyed (in real life, not on a Riva boat with Clooney) Impress those who'll buy a bottle, not only your inner circle.

Choose your approach how to enter the market

You can convince distributors to sell your brand... ...or show them the bars that already want your brand. Choose your approach wisely: * top-down (you push the brand) * bottom-up (the market pulls the brand) Usually, brands enter a market with a distributor and then ask them to enter cool outlets. (top-down)