The Brand Training Blueprint: How to Avoid The Biggest Mistakes Brands Make (Saving You From Polite Nodding People and Zero Sales)

Dear Bottom-up Drinks Builder,

I'm sure it has happened to you during training. You got that feeling that you are missing the last mile to the market. The brand is great, you're feeling enchanted but: so what, now?

I've done more than 100 brand induction presentations in my career. Whether to new colleagues, distributors, sales teams, or bartenders, it's the same.

I remember putting my utmost effort into making them live the brand and making the effect last longer. I am sure it worked for a while.

But then I started to become skeptical about its long-term effect on their share of mind.

The "So What?" Moment

You know that sinking feeling mid-presentation? When you're deep into your brand story, heritage, and liquid specs, and you see glazed eyes staring back at you.

They're polite. They nod. But behind those eyes, there's one burning question: "So what do I actually DO with this information?"

I started feeling that these presentations were too brand-driven. They lacked commercial implications in the market. Where should they sell it? On which occasion should they recommend it? I told them a lot about history, provenance, and the liquid but I'm sure it left them with a burning question: So what?

What will I do with this amazing brand now?

The Forgotten Training Problem

Here's what I discovered watching hundreds of these sessions: The brands spending the most on elaborate training often see the least sustainable growth.

Three months after your beautiful presentation, nobody remembers your founder's journey or your unique botanical blend. But they definitely remember that other brand that showed them exactly when and how to make money with their product.

The brutal reality? Most brand training sounds identical. "Award-winning founder... hand crafted... born in 1880..." Everyone has the same story. Your "unique" heritage probably sounds exactly like the last three presentations they sat through.

Meanwhile, staff turnover means you're constantly re-educating new people. That expensive training you spent weeks preparing? You'll need to do it again next quarter for a mostly different audience.

The Real Problem

We're teaching people to love our brands, but we're not teaching them to sell our brands.

We explain what makes us special, but not what makes us useful. We talk about our liquid, but not about the occasions when someone should choose it over the ten other bottles behind the bar.

The bartender learns your gin has 12 botanicals but doesn't know whether to recommend it for a Negroni or a Martini. The sales rep knows your whiskey's mash bill but can't explain to a restaurant why they should stock it over what they currently pour.

No wonder so many bar owners are reluctant to host advocacy training anymore.

This is where most brands lose the game in the gap between brand knowledge and commercial application.

But there's a systematic way to bridge this gap that scales infinitely and creates lasting behavior change, not just temporary brand enthusiasm.