How can the right on-trade segmentation support your P&L?

small, consistent habits to build your brand bottom-up

It's not what you saw in powerpoint presentations: The literature makes us think that gold and silver outlets are much more than what they really are.  

If you focus too much on it:  

1. you will need much more funds than your investors planned for.

2. you will kill your P&L.

Outlet segmentation is not a theoretical marketing exercise.  It’s a commercial tool tha…