How can drinks brands work with modern trade, supermarket chains in a sustainable way? Follow these tips that will help you scale your brand.
Off trade
Yes, but...with big caveats. I used to think not. Then I realized that the issue was not the channel, it was pricing and pace. My approach has then changed: off-trade is seen as a big bulk but it has different segments (image and pricing). Clear rules of engagement and
Value Chain / P&L
Targets & KPIs
Ensure a fair share of the value chain is distributed to the various stakeholders to avoid a standstill when they realise there is not enough meat on the bone, and you will have to transition to another RTM. You might do the sell-in but not the sell-out. Also, pay attention