From one bottle to one case

Six non-obvious tips from Chris Maffeo to go from selling one bottle to one case in a bar

We’re delighted to have Chris Maffeo share some of his knowledge here at The Cocktail Balance. Chris is the founder of MAFFEO DRINKS and the host of The MAFFEO DRINKS Podcast. With over two decades of experience as a Drinks Industry Advisor, Chris specializes in building brands from inception to success. Over the course of his career, he has lived and worked in six different countries, collaborating with over 30 markets worldwide to drive innovation, brand development, and market expansion.

One of the biggest challenges for new drinks brands is what to do after they have managed to build demand across a few bars in a city and get the agreement from the bar manager to take stock of a product. It's important to consider how many bottles we expect them to take - one, two, or even a case.

In sales for small brands, transactions typically start with just one bottle. You might be lucky if they're confident enough to take two at first. It's crucial, however, to help them sell your brand by encouraging them not only to fall in love with it but also to move it through their inventory quickly so that they will order more. Always sell the first bottle with the second one in mind.

1. Focus on a straightforward drinking occasion and make it tangible.

Brands must create a simple message that reaches consumers and the industry. Bartenders should understand clearly in what type of drinks to use the brand, and consumers should understand how the product can be used in real-life situations while maintaining an aspirational image.

Unfortunately, many brands rely on cliches in their marketing instead of explaining how their products can be incorporated into daily life. That makes bottles collect dust on the shelf, in bars, and at home.

A typical example would be an Italian brand. Too often I see brands relying on cliche imagery such as Riva boats, Amalfi Coast, etc. They create an aspirational setting but they don’t explain when the right moment to drink it is. Linking it to a straightforward drinking occasion (e.g., early evening snack, an informal or a formal meal, an after-dinner, etc.) better explains how to drink the brand and converts much better in sales.

The key is creating relatable content connecting with consumers' (real) lives while acknowledging the brand’s origins.

2. Follow up after your first delivery.

Whether selling directly or through a wholesaler (through a transfer order), it is essential to follow up on deliveries and ensure that your brand doesn't get stuck in storage unnoticed due to staff changes or lack of communication among team members. The smallest details often significantly impact whether a brand sells successfully.

💡 What is a Transfer Order?

When your sales team is selling indirectly they only agree on a sale, but they don't take care of the dispatch of the actual bottle. Your team may place the order on behalf of the bar or let the bar do the order through their preferred wholesaler.

The transfer order ensures your team knows if the bar has ordered/received the bottle. It specifies the quantity and details of the products to be transferred, such as item codes, descriptions, and quantities.

It helps ensure proper tracking and accountability during the transfer process. The wholesaler then coordinates the logistics and shipment of the requested products to the bar.

Building relationships and trust takes time, so take your time with this process. Focus on developing an appealing taste profile for your brand and communicate it effectively throughout the value chain – from salespeople to bartenders.

3. Skip POS Material and spend A&P money wisely.

Avoid spending too much advertising and promotional money upfront on promotional (Point of Sale) items like branded T-shirts or drink mats; instead, focus on building your niche market organically and growing within that space based on customers' preferences without pushing aggressive marketing tactics onto them such as 1+1 discounts or cheap happy hours.

4. Make your sales targets simple to understand.

Thinking bottom-up when launching a new brand in the market is essential. Selling 1000 cases is an overwhelming target. If you flip it and think bottom-up, all of a sudden, it becomes much more achievable. It is still tricky, but the target becomes numbers your brain can manage. Selling four cocktails per night in 50 bars is much simpler for your brain.

5. Use tangible examples and numbers when talking to bars.

If your product isn't selling well in a particular bar after some time, try making achievable goals for bartenders rather than asking vague questions about increasing sales volume. Break down targets into smaller steps (e.g., selling six additional drinks per week) and encourage problem-solving amongst staff members, who may become more proactive in promoting your brand. If a bar makes 12/13 cocktails to finish an entire bottle but sells only half, rather than ask them to finish it, ask them to sell six extra drinks instead.

Remember: consistency is key when trying new strategies and nurturing existing relationships within bars stocking your products!

6. Understand which bars sell the most for you and why.

When increasing sales, conversing with your customers and building relationships are important rather than just asking for favors. Many issues in the industry stem from this "favor" mentality. People often buy products they don't need out of goodwill but never use them. It's crucial to identify which bars to focus on to increase velocity. Not all customers are created equal. Understand why some bars are better than others for your brand. Do a small experiment by repeating what you see working and then course correct. Keep reiterating.

Brands are built bottom-up.