It's not about brand owners pushing bottles into a bar.

Think bottom up👇🏻 :

The industry has done it for decades:

  • launch a brand
  • find a distributor
  • give them objectives
  • check their KPIs
  • discuss in a meeting and push more
  • change distributor if they can't push more

The industry was thriving. Happy times.

Not anymore. Too many brands out there, fighting for the same shelf.

It's easier to find a dusty bottle than it is to find a shiny one.

It's time to rethink strategies. It's time to create demand.

It's easy to sell-in. It's tough to sell-out.

Start from the end: a liquid in a glass.

Brands are built bottom up.