Getting the right drinks consumer insights is: 10% focus groups 20% desk research 30% sitting at the bar 40% talking to bartenders Then what? - Take that insight. - Test in market. - Implement it. - Analyze it. - Adjust it. - Repeat. Brands are built bottom-up.

Selling a brand? Know where it fits. Research venues online, analyze menus, and focus on one area to build local presence.

Brutal truth: Sooner or later, you'll have to learn to build brands bottom-up • budgets are decreasing • advertising will be forbidden • brand teams are getting smaller • consumers only want authentic brands • there are more and more brands fighting Focus on the basics

Not anti-alcohol. Just pro-options. That’s how Wednesday’s Domaine wins people over.

"Sell in" this month with next month in mind. Stop pushing sales down the throat of the next link in the chain. Avoid that this month's decisions will jeopardize next month's sales. If you support distributors during the Sell-in They'll help you to Sell-out

The biggest mistake salespeople make after selling their first bottle is not to follow up. Here's what I mean: They don't check if:

Stop creating cocktails in Ad Agencies and Focus groups. Start doing so bottom-up, sitting at the bar. 3 simple reasons why it's better: