Ah So Insights’ Scott Rosenbaum brings ideas and inspiration to wine and spirit professionals. This is the first article in his four-part series on best practices for SevenFifty Importers and Producers.
Building a beverage brand isn’t what it used to be.
The ever-growing number of suppliers means increased competition. Importers are facing greater logistical hurdles and wholesalers are taking on fewer SKUs in the face of economic uncertainty. Conventional sales and marketing outreach has faltered in the wake of social and technological transformation. Retailer consolidation and the market’s whiplash embrace of ecommerce has left many struggling. But are these contemporary concerns about brand-building grossly overstated and misunderstood?
In a word: yes. Here’s why.
Increased competition means more noise, and that’s certainly intimidating even for the most seasoned marketer. But it also presents opportunities for your brand to be the signal. Reduced access to traditional markets is a boon for prospects when you consider evolving geographic and digital frontiers. Retailer consolidation spells the chance to strengthen relationships because you’re not spread so thin. Adopting digital solutions allows for your reach to scale far beyond your finite resources.
As a consultant, I’m always looking for inspiration from outside our industry. In the face of seemingly intractable problems, the brilliant 19th-century mathematician Carl Gustav Jacob Jacobi popularized a powerful...
Read Full Story: https://daily.sevenfifty.com/new-strategies-for-building-your-alcohol-brand/
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