Consumption occasions
There is an eternal debate among drink brand owners: Should I base my drinks strategy on neat or cocktails? Despite being a very interesting debate in meeting rooms across the globe, I noticed that 99% of brands procrastinate on that decision trying to appeal to the masses. There's usually an
The Bottom-up Drinks Newsletter
Today's issue will follow up on Issue #019 where I spoke about the importance of using outlet segmentation in hunting new customers. Today I'll dive deep into the importance of using such segmentation for farming existing clients. Unfortunately, many brands I see daily, lack a straightforward system to prioritize where
The Bottom-up Drinks Newsletter
Today's issue will follow up on Issue #018 where I spoke about the importance of using outlet segmentation in hunting new customers. Today I'll deep dive into the dangers of generalizing outlets and splitting them only into "cool ones" and "mainstream ones". Unfortunately, most outlet segmentations I've seen in the
The Bottom-up Drinks Newsletter
In today’s issue, I’ll talk about why it's important to use outlet segmentation and why it's crucial for hunting new bars. You will learn to prioritize the outlets based on a very simple matrix. Unfortunately, most drinks brand builders use segmentations just as a monodimensional pyramid to segment
The Bottom-up Drinks Newsletter
The most common issues new drinks brands have with sales and distribution. I'll show you my 5-step process to ensure a great relationship with your distribution partners. By adopting this process, you’ll make sure you have solid basics in place before scaling up your brand.
On Trade
Do you also feel frustrated by bars with slow sales? Don't. From 1 bottle to 1 case takes a while Instead, crack how to get them to buy the other 5 bottles: When you start, you are likely only 1 person. You need to focus. The 3 steps I recommend:
The Bottom-up Drinks Newsletter
The 4 most common issues why new drinks brands struggle to get sell-out. I'll show you my 5-step process to make your brand’s rotation in a bar go from 1 bottle to 1 case. By adopting this process, you’ll make sure you have solid basics in place before scaling up your brand.
On Trade
Wanna understand a market when traveling? Spend time with the sales team. The lower their seniority, the more you'll understand it. If you wanna know if a restaurant is clean, you don't ask the owner. You walk into the bathrooms. You enter the kitchen. You got it. You go where
On Trade
Don’t tell them your story, show how it enhances theirs. Don’t talk against competitors, show how it complements their category offering. Don’t push your recipes, let them taste it and tell you how they would use it. Make it about their bar, not about your brand. See
On Trade
Don’t tell them to sell more, show them where the bottle is hiding. Don’t create another program, give them 2 lines they'll remember. Don’t push a recipe, let them create one they'll keep on the menu. Make it about their bar, not about your brand. See you
The Bottom-up Drinks Newsletter
Why new drinks brands struggle to get a meeting with bar owners. I'll show you my 5-step process to make your cold-calling warmer and land more first orders. By adopting this process, you’ll spend time better. You’ll likely increase your strike rate in the right outlets and get them to re-buy.
Commercial strategies
Don't sell in a full case to a bar. If they can only sell out a bottle. Here's why: If you load them with products they can't sell, they will start hating it. Focus on helping them generate demand from consumers. If not, they will want to get rid of
On Trade
A drinks brand's rate of sale (velocity) in a bar is driven by: 30% = brand listed on the cocktails’ menu 30% = bartenders recommending the brand 40% = salesperson reminding bartenders to reorder a case Brands are built bottom-up
Outlet Segmentation
My 5-step process to improve your approach to selling to on-premise outlets. By adopting this hunting process, you’ll spend time better. You’ll likely increase your strike rate in the right outlets.
On Trade
You think you have too many on-trade customers but with most of them, you're just wasting time. Understand whom to prioritize to scale: You may have more than 100 outlets on paper. but roughly 80% of them are probably very light buyers. They just tried the product and might still
Distributors / RTM (Route to market)
When starting to sell your drinks brand, think backward. Don't look for a distributor, look for a bar. Here's how to solve the chicken and egg dilemma: A drinks brand can have the coolest positioning in the world...but it's worthless if that cannot be translated into simple guidelines. Start