Marketing Manifesto for Wine and Spirits USA Annual Beverage Trade Tasting and Business Conference 16 & 17 May, 2017. NYC
Here’s a distilled version of things I’ve learned to be true in marketing wines and spirits in the U.S
Distribution: It’s not about placements it’s about RE-placements • Distribution on-and off-premise is a good absolute number, but the ratio of total distribution to number of accounts that have reordered gives more insight Eastern Winery Exposition into how the brand is really doing. • Reorder rates: This is the key metric which tells you whether the product is moving at the point of consumer purchase.
Get it in, and then Get it OUT
Building distribution is one thing, but it has little value if you haven’t coupled that with consumer marketing and promotion to move the product through and Wineryhyper-competitive Exposition generate reorders at retail.Eastern Tip: in today’s environment you need to prove your case commercially by yourself before you can convince others that it will sell through for them.
Target Audience
You can’t be all things to all people. Determine your target audience and focus Eastern Winery Exposition on it precisely, comprehensively, consistently and relentlessly. Rinse and repeat.
Push vs. Pull
Building both into your marketing plan is mandatory. Push has no value without Wine Marketing & Tourism Conference consumer purchase, pull has no value without distribution.
Ready, Fire, Aim
It’s rare to get everything right the first time. So set specific, quantified objectives (the ready part); fire when ready, then Eastern Winery Exposition refine aim based on performance against those measurable objectives.
Don’t market to empty shelves Before you start consumer promotions, make sure you’ve developed sufficient distribution such that consumers can actually buy what you are promoting. Eastern Winery Exposition
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Contact Info
Sid Patel E-mail
sid@usatradetasting.com Phone
+1 901 BTN LIVE Website
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