The Dust-Free Bottles Framework: A Simple System to Spot Venues Worth Your Time (and Avoid Ones That Won’t Reorder)

How To Identify Venues That Will Reorder And Drive Sales, And Avoid Those Where Your Bottles Gather Dust.

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Dear Bottom-up Drinks Builder,

You've been there, done that. You see it every day when a bar makes its first order. They buy their first bottle from you. You are probably the only person selling your brand in your city, and you focus on moving on to the next bar, forgetting about the previous one.

You have your own way of working, but it is probably homemade. You know whom and when to follow up with, but you lack a system that will give you consistency.

In the last twenty years, I've analyzed On-trade sales of premium drink brands across 30+ markets. I've also investigated what happens after a bar makes the first order. I will give you a checklist to help you focus on the right things and improve your productivity.

The first order is the most exciting moment for a salesperson. I still remember my first sale in the On-trade in Rome 20+ years ago. The owner, Jamie, was a British guy who owned a Cuban restaurant and bar, and I had to do everything in English. Walking out of the room, I thought: wow, and what is happening now?

I consider the first sale just like a first date. Will there be more, or will I never see that person again? How much is that bar going to sell? Will it be a significant customer of mine, or will this be the first and last order?

When a brand starts to get traction in a city, it is crucial to prioritize outlets so you don't waste time on those selling too little. But when you start in the market when they place their first order, how do you know if you should put in the effort with them?

Here you find a few Guides about it:

The "First Bottle" Sell-Out Checklist

The Venue Farming Framework: A Straightforward System to Sustain Demand by Grouping Customers into 4 Types (2 Winners ✅ + 2 Losers ❌)

The Top-of-the-Pyramid Mirage: Why The World's Best Bars Aren't Enough to Build Your Drinks Brand (Making Your P&L Bleed) and How to Choose The Right Ones, Instead.