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.