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
In the drinks industry, there is a tendency to overfocus internally and underestimate the ecosystem in which brands are built. Most of the time is spent perfecting the liquid, the packaging, the positioning, and targeting illusionary personas. Unfortunately, very limited time is spent understanding how to make our brand fit
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
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
Stop overthinking about your brand positioning. Understand your commercial proposition. Why should bars buy your bottle? 👇 A drinks brand can have the coolest positioning in the world...but it's worthless if that cannot be translated into simple guidelines. Start from there to understand: * what bars are right for your brand
The main reasons why the world's best bars are not enough to scale your brand. Why it's wrong to focus only on those when you start selling?
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.
You don't want to be spoon-fed by a distributor on a market visit. You want to be able to decide where to go: Here is what I mean: When traveling to a new market, some things are important to see. All the rest works exactly the same as in your
Wanna know if to focus on hunting or farming? Don't spread yourself too thin. Here's how: When you start selling, it's normal to try to hunt many bars. A few months in, after getting some nice listings, you have to step up. You need to understand who is really doing
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