{"id":2710,"date":"2026-03-23T16:32:19","date_gmt":"2026-03-23T16:32:19","guid":{"rendered":"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/?p=2710"},"modified":"2026-03-23T16:41:35","modified_gmt":"2026-03-23T16:41:35","slug":"the-basics-of-drinks-brand-on-trade-growth","status":"publish","type":"post","link":"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/?p=2710","title":{"rendered":"The Basics of Drinks Brand On-Trade Growth"},"content":{"rendered":"\n

Recently I\u2019ve spoken to a few drinks brands that launched & tried to sell without setting their foundations\ud83d\udc4e\ud83c\udffc

It\u2019s essential to build strong foundations, then work your way up\ud83d\udc46\ud83c\udffc

The on-trade, in my opinion, has three simple rules:

– Drive AWARENESS<\/strong> \ud83d\udc40
– Drive RATE OF SALE<\/strong> \ud83d\udcc8
– Drive ADVOCACY<\/strong> \u2764\ufe0f<\/p>\n\n\n

\"\"<\/figure>\n\n\n

Let’s look at the basics<\/h2>\n\n\n\n

Before setting off, I must highlight a critical step: developing a value chain from COGs to sell-out price, determining trade & consumer selling prices & your margin. You must ensure you have an adequate margin or dedicated budget for marketing and commercial support.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Foundations<\/h2>\n\n\n\n

– Brand Story: Every brand needs a face (aesthetic), a voice (tone of voice), a heart (values), and a brain (category placement).
– Drinks Creation: Establish your perfect style, serves, glass, garnish
– Selling Tools: Create a concise, perfectly presented selling story covering brand, category, support, and serves.
– Website: Develop a journey through your brand\u2019s story\u2014from founder, production, products\u2014to drive awareness & sales.
– Social Media: This should pair perfectly with your website, bringing occasions to life through images & video.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Communication<\/h2>\n\n\n\n

– Trade Facing Events: The on-trade loves taste & experience. Trade shows, cocktail competitions & tastings are key to engage.
– Consumer Facing Events: Getting “liquid on lips” to drive awareness & trial is a great way to gain feedback.
– Trade Publications: Increase visibility with key decision-makers through adverts or category write-ups.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Sell In<\/h2>\n\n\n\n

– Sales Person: Brands are built from the bottom up. Having a field sales person for face-to-face meetings is the only way to successfully launch & retain a brand in the on-trade.
– Clear KPIs: The sales person needs clear daily, weekly & monthly targets to ensure success.
– Journey Plan: A clear plan ensures time & cost efficient ways of working while delivering the strongest results.
– Reporting System: A good CRM or reporting system reduces admin & provides a clear view of performance for the brand owner.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Sell Out<\/h2>\n\n\n\n

– Bar Staff Training: Harness team enthusiasm by running informative sessions on your brand USPs. Let them taste the product and create drinks to build the confidence needed for up-selling.
– Bar Staff Incentives: Set simple, measurable incentives-such as vouchers or small prizes-for whoever sells the most over a few weeks.
– POS, Menu, Glasses: Brand visibility is key. Build a ‘path to purchase’ with table talkers, posters & branded glassware.
– Consumer Sampling: Perfectly served samples drive immediate trial. This works best alongside longer-term menu offers or promotions to build brand loyalty and ensure repeat purchases.<\/p>\n\n\n\n

<\/p>\n\n\n\n



If you\u2019re looking to launch or grow a drinks brand in the UK on-trade, please get in touch. We have a team covering the UK at all levels of sales in key cities and areas. We build strategy, grow sales, win RTMs & drive activation & advocacy through the on-trade.<\/p>\n","protected":false},"excerpt":{"rendered":"

Recently I\u2019ve spoken to a few drinks brands that launched & tried to sell without setting their foundations\ud83d\udc4e\ud83c\udffc It\u2019s essential to build strong foundations, then work your way up\ud83d\udc46\ud83c\udffc The on-trade, in my opinion, has three simple rules: – Drive AWARENESS \ud83d\udc40– Drive RATE OF SALE \ud83d\udcc8– Drive ADVOCACY \u2764\ufe0f Let’s look at the basics […]<\/p>\n","protected":false},"author":3,"featured_media":2704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-2710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-field-sales-expertise"],"yoast_head":"\nThe Basics of Drinks Brand On-Trade Growth - JME<\/title>\n<meta name=\"description\" content=\"Drinks consultant, highly experienced within the on trade and off trade to help grow your drinks brand. 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