In this conversation, Samuel Anderson and Priscilla Hennekam discuss the pressing challenges facing the wine industry, particularly the disconnect between producers and consumers. Priscilla shares her insights on the need for the industry to adapt to changing consumer preferences, emphasizing the importance of storytelling, collaboration, and innovative marketing strategies. They explore how the wine industry can engage younger generations by focusing on experiences rather than education, and the role of social media in shaping wine culture. Priscilla's mission is to inspire a shift in mindset within the industry, encouraging a more inclusive and collaborative approach to wine marketing and consumer engagement.

In this conversation, Samuel Anderson and Shane Lohman discuss the critical role of consulting in business growth, particularly in the beverage industry. They explore the importance of trusting experts, the challenges of building relationships, and the necessity of humility in acknowledging one's limitations. The discussion emphasizes the need for founders to identify specific problems and work collaboratively with consultants to develop effective strategies. Shane shares insights from his journey as a consultant, highlighting the significance of authenticity and consistency in messaging. The conversation concludes with a call for openness to collaboration and the value of seeking help from experienced professionals.

In this conversation, Samuel Anderson and Shane Lohman discuss the intricacies of scaling a brand in the beverage industry. They emphasize the importance of focusing on core products, understanding the roles of suppliers and distributors, and the necessity of building a strong brand identity. The discussion also highlights the significance of market testing, gathering feedback, and having a clear financial strategy to ensure successful brand development and scalability.

The conversation focuses on finding distributors for brands and the importance of setting the foundations for success. It emphasizes the need to communicate the value of the brand to attract and engage distributors. The discussion also touches on the significance of having a solid push and pull strategy, knowing the target audience and ideal accounts, understanding the competition, and having a plan to execute the brand. The conversation highlights the importance of finding the right fit with a wholesaler and the value of craft wholesalers who actively sell their products. Overall, the key takeaway is to have a well-prepared plan and know your brand's value proposition before approaching distributors.

The conversation discusses the importance of rewarding team members and customers as part of the annual business plan (ABP). It emphasizes the need to take care of frontline employees, such as drivers and salespeople, who are often overlooked. The conversation also highlights the significance of creating a strong foundation with core distribution and then building on it with seasonal releases. The rewards can include wearables, gift cards, cash, and even unique experiences. It is essential to have a follow-up plan to maintain engagement and continue building success. The conversation concludes by mentioning the importance of rewarding consumers with targeted giveaways and limited releases to make them feel special.

The conversation between Sam Anderson and Shane Lohman focuses on the importance of creating pull in marketing and sales strategies for brands. They discuss how brands often focus on pushing their products to distribution partners without considering the need to create brand engagement and customer loyalty. They emphasize the role of the brand in driving initial sales and engagement, and the importance of storytelling and brand identity in resonating with consumers. They also discuss the need for a scalable brand strategy and the value of engaging bartenders and servers as frontline salespeople. The conversation highlights the effectiveness of targeted market launches and events in creating pull and building brand momentum. The conversation focuses on the importance of building relationships and creating a pull strategy in the beverage industry. It emphasizes the need to show love and appreciation to customers and focus on accounts where the product is already successful. The key steps to creating a pull strategy include developing a brand calendar with tiers, implementing menu placements and server incentives, and providing training and support to waitstaff. It is essential to have a clear plan in place and invest in above-the-line activities to drive brand growth.

In this conversation, Sam Anderson and Shane Lohman discuss the importance of an Annual Business Plan (ABP) for suppliers in the beverage industry. They emphasize that an ABP sets the foundation for success and helps define goals and expectations for both suppliers and distributors. They also highlight the significance of having a clear narrative and theme for the brand, as well as the need for collaboration and accountability in the distributor-supplier relationship. They provide insights on how smaller brands can create effective ABPs and differentiate themselves in the market. The conversation focuses on the importance of the Annual Business Plan (ABP) in driving growth for brands and building strong relationships with distribution partners. The key takeaways include: 1) The ABP should be a collaborative process between the brand and the distributor, with clear communication and regular check-ins to assess progress and make adjustments. 2) Brands should gather feedback from distribution partners to understand what's working and what's not, and pivot resources accordingly. 3) The ABP should outline specific goals and strategies for increasing points of distribution and rate of sale. 4) Incentives and rewards can be effective in motivating distributor sales teams to focus on the brand. 5) Consistency and alignment in messaging and goals are crucial for success. 6) Brands should take ownership of driving pull-through and rate of sale once distribution is achieved. 7) It's never too late to start implementing an ABP and improving brand performance.

Five key facts that a brand owner can deploy when working with a distributor.