From Bartender to Buyer: 6 Dead-Simple Steps to Systematize Building Demand
Getting Bars, Wholesalers, and Retailers to Stock Your Brand (in that order).
Dear Bottom-up Drinks Builder,
In today's mini-guide, I'll explain why traditional top-down demand creation often fails for new drink brands. I'll also introduce you to the Demand Creation Framework, a Multi-Directional Flow of Demand Creation theory, and show you how to leverage it to build your brand more effectively.
Have you ever felt you're shouting into the void to get your brand noticed? You're not alone. Creating demand for your product can feel like navigating blindfolded in the beverage industry's labyrinth.
Let's face it: The struggle is real.
You've got a great product, but bar owners won't give you the time of day.
Wholesalers seem more interested in established brands than taking a chance on you.
Retail buyers? They're a fortress, and you can't find the secret passage.
It's frustrating. You know your brand has potential, but you can't seem to break through. You're left wondering: Who do I approach first? How do I get my foot in the door? Why does it feel like I'm always talking to the wrong person?
The truth is that the traditional top-down approach to demand creation is broken. It's like trying to force a square peg into a round hole.
You end up wasting time and resources and, worst of all, burning bridges before you've even built them.
It's about understanding the entire ecosystem.
First thing: building a brand takes time, so you won't find any silver bullets here. It's about creating a system that respects the industry's complexities and leverages multiple channels of influence.
Demand creation isn't a one-way street anymore. It's a complex, multi-directional flow that involves various industry players at different levels.
Without understanding this flow, you'll waste time and resources pushing your brand in ways that don't resonate with the industry's natural dynamics.
But what if there was a better way? A method that doesn't just open doors but creates a strong buzz that people start opening doors for you?
Unfortunately, most brands focus solely on either:
pushing their product from the top down, often hitting resistance
or relying entirely on grass-roots efforts, struggling to scale
This isn't just another marketing theory. It's a practical, step-by-step approach that helps you:
Identify the right people to talk to at each stage of your brand's growth
Understand how influence flows between different levels of the industry
Prioritize your efforts for maximum impact
Create organic, sustainable demand that scales from local hotspots to global markets
We know it all starts from the Bottom-up Trade, but how does brand demand flow across the ecosystem?
Challenge 1: It all starts with bartenders, not bar owners
They're on the front lines, creating buzz and interest that reaches bar owners and managers. Ignoring them means missing a crucial entry point.
Challenge 2: Bar Owners validate info with their peers
Bar owners and managers share successful brands with their peers. You're missing out on organic growth without tapping into this network effect. Apart from getting information about trending brands from their bar staff, they receive it from other bar owners, travel to trade fairs, etc.
Challenge 3: Wholesalers don’t want to be approached top-down:
You can't easily approach wholesaler sales teams directly. You must create enough ground-level interest to catch their attention.
Challenge 4: Retail success stems from on-premise buzz:
Retail buyers are watching what's successful in bars and restaurants. Without on-premise success, breaking into retail is an uphill battle.
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