Are you sure you want to push your drinks brand in off-trade?

small, consistent habits to build your brand bottom-up

Photo by Eduardo Soares / Unsplash

Be careful what you wish for.

The channel-mix is the litmus test of profitability.

Here is what I've learned and my advice:

Very often, a brand in a new market struggles with sales.Usually a wrong target-setting has made your budget unreachable.Chased by stakeholders one goes for the "easy fix":At first sight, a modern off…