In today's issue, I will talk about a massively debated topic in our industry: brand ambassadors. There is a lot of confusion about their role, what they should do and why a brand should need one. Big brands started the trend of Brand Ambassadors, but they are now popular among
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?
Wanna know what drives drinks sales? No, it's not brand love It's margins. There's a reason why they are called "links" in a value chain. They are connected to one another and they don't survive alone. If one link gets too fat, it breaks the next one. A healthy chain
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.
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
Selling 1000 cases/year is really hard. But, it’s more doable if you break it down. What if I told you it is (roughly): * 80 cases/month * 500 bottles/month * 15 bottles/day * 200 cocktails/day * 4 cocktails/day in 50 bars It’s not easy. But it’s
How to do a market visit in the drinks industry? Old Way: * Fly to a city * 8h stuck in an office out of town, going through Q2 numbers * Out to see the market in 2-3 sugar-coated bars * Dinner out in the best customer to show off * Pretend it’s all
Simple advice to get how to drive sell-out in the on-premise * observe consumers dynamics at the bar * listen to how waiters offer drinks * check what bartenders do * make sense of all that * adapt & adopt * test it Wanna drive better sales velocity? Have eyes and ears open when sitting at the
Brand, distributor or bar owner: nobody needs another dusty bottle. Focus on who "gets" your product proposition👇🏻: If you have to over explain what your brand stand for, they will not be able to explain it further down the chain. * The sales force will not get it * The bar owner
How can you be more effective in selling your drinks brand? Salesperson or a brand ambassador, setting smart objectives and KPIs helps distribution and ROS.