Chris Maffeo’s Post

99% of Drinks Brands claim to be (super)premium. But Premiumness is often wishful thinking. Expensive ≠ Premium. Just like everyone wanna be cool, but only a few are. Many brands mess up their value chain and become expensive on the shelf. But if that price tag is not justified -> you become a dusty bottle. Worst than that, you'll probably end up discounted (which was perhaps your right price point) Value Chains start from the glass, not the distillery. https://lnkd.in/eJNNAUZJ

They’re like that friend who flirts with everyone: don’t take it personally.

Finding a Distributor 101: ❌ Old way: - ask the industry for contacts - propose the brand to them - send them samples - push your brand down its range ✅ New Way: - shortlist the bars you want to target - ask them who they work with - reach out with a list of pre-orders Find out more in my Mini-Guide: https://lnkd.in/ecbTegiy

The drinks industry often focuses heavily on relationships, leading to emotional connections with brands. But there’s more to the game : emotional relevance alone won’t carry your brand to lasting success. To break through the glass ceiling, your brand must also deliver strategic relevance and financial relevance. These pillars are what help brands thrive beyond personal connections, ensuring long-term value and positioning. Enroll now to my “Bootstrapping a Drinks Brand” course and learn how to transform your approach 👉 https://lnkd.in/e9_-diBY

1 case in 1 bar is better than 1 bottle in 6 bars True, it doesn't happen overnight But that should be what you aim for Distribution vs Rate of Sale. The two aspects go hand in hand. Brands should drive profitability ahead of availability: it's all about the pricing strategy. It's easy to push distribution if you have the muscle in the market, but not at the right RRP (Recommended Retail Price). if you widen the distribution, your average ROS will go down. It's normal. if your brand has a too-wide distribution at a higher rate than you built rotation, you've probably started discounting to convince the trade to take your product. You are mainstreamizing your brand, instead of giving it time to be assimilated by the trade. It's easy to put the price down, it's tough to bring it up. https://lnkd.in/eQT-DvzP

Big brands often face decline due to a lack of adaptability, poor consumer understanding, internal silos, and resistance to change. Learn how bottom-up thinking can keep brands relevant by exploring these strategies here 👉 https://lnkd.in/erYBQAKu