The Situation.
Emerging spirit brand needed help to break into accounts in US markets and continue national growth.
While they had moderate success with placements, lacked a clear strategy to grow sales both in the short and long term.
Lacked a cohesive marketing plan that drives trial and incidence for both off and on premise.
Objectives.
Continue to build the spirit brands.
Focus on market by market growth both on and off premise.
Develop an integrated operational rollout plan that enables platform to resonate with team members and consumers.
Effective marketing and merchandising plan that drives trial, incidence leading to incremental sales.
Plan Components.
Refine the brand architecture.
Develop a market by market sales plan.
Drive trial via targeted on premise accounts.
Raise needed capital and implement plan.
Drive brand credibility and case volume via off premise focus.
The Results.
Built the brand architecture and overall brand plan.
Created a 5 year growth plan approved by business owner and leadership team.
Currently implementing plan across key channels and markets.