Beyond Marketing: Why Understanding the Drinks Ecosystem Comes First
Infrastructure Before Marketing
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Dear Bottom-up Drinks Builder,
If you've ever wondered why so many seemingly promising spirits brands fail to gain traction despite solid products and polished marketing, the answer often lies not in what they're doing, but in when they're doing it.
The Complex Reality of the Spirits Business
Unlike most consumer products, spirits and premium drinks travel through multiple layers before reaching the end consumer:
Producer → Importer → Distributor → Venue → Consumer
Each transition represents not only a logistical handoff, but also a relationship that requires specific nurturing strategies. Traditional CPG marketers often struggle in this environment because they apply linear thinking to a multidimensional challenge.
The Costly Mistake of Premature Marketing
Many brands make a critical error: investing heavily in consumer marketing before they've adequately addressed the ecosystem. When consumer interest is generated without the infrastructure to support it, frustration rather than brand loyalty results.
Picture this all-too-common scenario: Your social media campaign generates buzz, and consumers request your product at bars. But if:
- Venues don't see a place for your product in their lineup
- Distributors aren't properly incentivized
- Your inventory management can't ensure a consistent supply
...then all that marketing investment generates disappointment rather than sales.
