The Bottom-up Drinks Newsletter
Setting targets with distributors can be challenging, especially when trying to grow your brand in a competitive market. However, after a decade of experience working with distributors in over 30 countries, I've discovered a more practical approach that can significantly improve your chances of success. In this blog post, I'll
The Bottom-up Drinks Newsletter
If you want to start exporting, stop looking for importers. Start with the bars and restaurants that are right for your commercial proposition. Then you can move backward and get to an importer. 99% of brands will look for an importer first. But if you do that before clarifying what
Business travels/ Visiting markets
Wanna know whom to meet first when visiting a distributor's office? Focus on those you can only meet there. Here's what I mean: When traveling, with limited time you must prioritize whom to meet. Whilst minimizing time in the office, be smart. Skip the people you can meet on many
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.
City strategy
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
Commercial strategies
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
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
Commercial strategies
Don’t show them your bottle, show why it complements their back bar. Don’t talk about the liquid, show how it enhances their food. Don’t tell them it’s premium, show the margins it provides them. It's not about your brand It's about how your brand fits their
Distributors / RTM (Route to 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)
Distribution & Channels
How important is the last mile in drinks brands’ distribution? Drinks sales velocity is like your internet connection speed. What matters is the speed at the end, not at the start: You know when your connection is slow but you thought you had broadband? Broadband might have reached your neighborhood.
Distributors / RTM (Route to market)
Considering your distributor a partner is the new growth hacker And learning how to do that unlocks that growth. 🚫 Don’t: * keep disproportionate margins for yourself * stuff their warehouse because of unreachable targets * just preach brand guidelines, while sitting in the ivory tower * call their sales reps just when you
Distributors / RTM (Route to market)
How to look for the perfect drinks distributor in a new market: Old way: * ask industry contacts if they know any (pray they do) * propose the brand to the recommended one(s) (pray they get it) * send them samples (pray that they like it) * push the brand down their portfolio
Commercial strategies
When the foot in the door may turn into something bigger. 🤔You're probably worrying about: * are they trying it? * will they order again? * how many bottles or cases? * should I pass by to check in? * will another brand take my spot? 🤫 They're probably figuring out: * if the bottle should have
Distributors / RTM (Route to market)
You got your brand listed with "that" distributor. That means that the management liked your brand. It doesn't mean that their sales team will sell it. How do you ensure they will? 1. The management said they love your product. Right, ask them what it really means. Align expectations with
Distributors / RTM (Route to market)
Don't look for an importer that can get you in a bar. Understand which bars you want to be in and work it backwards. We tend to think top down Think bottom up: Look at your brand with the customers' eyes. If you don't know it well enough, you cannot
Distributors / RTM (Route to market)
You don't need a drinks importer. You need the embodiment of your brand in a market. How would your brand behave if it could distribute direct in that market? Now you know who to look for. Ask yourself these 5 questions, would your brand 👇🏻: * have a wide portfolio or focus