One More Round

Get more distribution, more sales, and more reorders today.

Who am I?• Startup Mentor, Beverage

Business & Marketing Strategist, Brand Builder

• 12 Years Experience Helping People Build Their Dreams

• Tired of hearing excuses and watching good brands fail, I started training beverage entrepreneurs to succeed!

What are you going to discover today?

What you *must* know about

distributors to succeed.

Where to focus your

sales efforts for maximum

growth.

The secret to getting

bartenders and servers

to sell.

Why distributor incentives don’t work (and what

does.)

How to avoid

wasting money on

useless “branding”.

A complete plan to

grow your brand from

no-name to famous!

The way most people think the beverage business works:

• You create a product, and sell it to distributors.

• The distributors sell the product to accounts.

• The accounts sell the product to consumers.

The TRUTH:

You sell to everybody.

But if you do it right…

The distributors

can help

The accounts can, too

And consumers

will love you

The PLAN: How Today’s Hottest Brands Grew to the Stratosphere!

Find and Understand Your Ideal

Distribution Partner

Secure The Right

Distribution

Get Your Accounts

Support Your

Accounts

Sell to Consumers

Rinse and Repeat!

Finding Your Ideal Distributor

What is ideal?

• Smaller, family owned, willing to help.

• Actively looking for a brand like yours.

• Decent number of accounts that match your target market.

How do you find them?

• Networking – asking industry connections for recommendations.

• Do pre-sales to your accounts, and ask who they like.

• Google!

Make it HAPPEN!

• Create a “short-list” of 3-5 distribution partners to contact.

• Find the contact information for the GM or VP.

Secure the Right Distributor

How to get started?

• Go out into the market, gather business cards from pre-sold accounts.

• Get a “Letter of Intent to Purchase” if you can.

• Get referrals – direct calls to their distributor asking for the product.

How do I approach?

• Go back to your list of 3-5 distributors.

• Reach out stating that you have buyers, need distribution.

• Ask for a meeting.

Make it HAPPEN!

• Meet with the distributor to explain how you plan to support them.

• Base your support plan on what you’re learning today!

Get the Accounts You Need

What Kind of Accounts?

• 8-10 Key Accounts in your geographic region

• High volume, high visibility, influential accounts

• Chain accounts are great!

What else?

• Put 80% of your effort into those key accounts

• The remaining 20% can go into smaller on- and off-premise locations

Make it HAPPEN!

• Feet on the street!

• Don’t rely on your distributor to do this for you.

• DO ask your distributor to recommend accounts!

Support Your 8-10 Key Accounts

Support the Staff

• Offer a contest where legal – a gift card to the best selling staff member makes a great prize.

• Use the contest as an opportunity to train the staff on your product

• Invite them to come up with their own uses for the product and share them with you

Support the Account

• Samplings are NOT dead!

• Liquid to lips – get out there and let consumers taste your product.

• Direct consumers to the shelf/server to purchase your product.

• Accounts love it when you drive sales for them!

Advanced Strategies

• Sponsor their events with product and/or cash, in exchange for rights to sample

• Co-create a signature cocktail, and get it on the menu

• Ask for feedback and suggestions, implement whenever possible

Sell to Consumers

Liquidto Lips

• The only marketing opportunities you should take at an early stage are ones that allow you to sample consumers

Understand Your Tribe

• Know who is buying your product, and where else they hang out

• Go there and sample again!

• Recognize your best customers with benefits, swag, etc.

Advanced Strategies

• Organize events for your best customers at your best accounts

• Buy drinks for your tribe at events they attend

• Start a mailing list for your customers to join in exchange for promotions, events, etc.

Hold on!

We’ll get to #6 in just a minute. First, you should know…

These are just the basics.

Each one of these points could be an entire 1 hour training, if not more.

Think about it.

If you could get a full hour of group training on each of these topics, you would:

• Grow your brand faster…

• Have an awesome crew of peers to bounce ideas off of, work with, and have fun…

• Get a better understanding of what it takes to succeed in this competitive industry…

• Expand your network across the country and even around the world…

But that wouldn’t be enough…

To really achieve your goals, you would also need:

• At least another hour each month to ask questions and get one-on-one feedback…

• A way to interact with your peers between trainings…

• Some email support from an experienced industry insider to keep you on track…

• And a one-on-one session to kick things off and make sure you’re headed in the right direction.

Today is your lucky day!

As you’ve probably guessed by now, I’ve created exactly that – the Beverage Founders’ Group.

It’s an exclusive group of beverage entrepreneurs who are ready to make game-changing success a reality, and build the brand they’ve always dreamed of.

And of course, if you join, you’ll get everything I just mentioned…

But I’m also guaranteeing your success.

Literally.

You follow the steps, and somehow you don’t at least make your money back in NEW business, I will refund your entire investment.

And to make *sure* that you are given every opportunity to succeed…

I’m giving you a head start.

I’m not only going to train you for 2-3 hours each month on how to do this yourself, so you can build the beverage business of your dreams…

I’m not just going to give you the recordings…

And I’m not just going to give you a guarantee, a Facebook Group to interact with your peers, a one-on-one with me, AND unlimited email support.

I’m giving you Southern California.

California is responsible for a full 1/3rd of beverage sales in the USA.

I’m going to guarantee you a meeting with a spirits distributor in So Cal as a member of this

group.

That is how much faith distributors have in these teachings. They’re willing to put their own

money on the line and invest in YOU.

You can’t join yet.

The success of this group is far too important to me, personally, to just let anyone join in.

I want to get to know you – your hopes and dreams, your obstacles, and your business.

I want to give you guidance that you can implement TODAY, whether you join or not.

So let’s chat – for free!

SellingSpirits.com/ApplyNow

We’ll get on the phone, and I’ll give you some guidance to help your business grow. There is no

catch, no obligation, and no pressure.

If we both feel the Beverage Founders’ Group is a fit for you, we’ll discuss the next steps.

But don’t wait…

My schedule is pretty limited right now.

I’m only opening up 5 free sessionsto interview for this program.

If you’re at all interested, be among the first 5 to apply at

SellingSpirits.com/ApplyNow

And if you don’t apply…

I’ll still love you. ;-)

But since you won’t be getting the extra support…

You’ll really need to hear #6!

Rinse and repeat!

Choose a New Territory

• One that you can easily have a physical presence in, either by hiring someone in that market or visiting on at least a weekly basis

• Preferably one with large sales potential

Secure Distribution

• Find the right distributor and secure an agreement with them

• Secure 8-10 key accounts with high volumes and high visibility

• Support those accounts with training, contests, samplings and sponsorships

Keep on Growing!

• Continue moving into new markets using the same plan!

What we covered today:

Find and Understand Your Ideal

Distribution Partner

Secure The Right

Distribution

Get Your Accounts

Support Your

Accounts

Sell to Consumers

Rinse and Repeat!

Don’t overcomplicate it.

These 6 secrets can be summed up in one sentence:

Feet on the street, liquid to lips.

That’s it. It’s really not magic.

And if you feel like getting some help…

You know where to find it.

SELLINGSPIRITS.COM/APPLYNOW