The Control State Mistake: Going Too Big Too Fast

In control states, more stores is not always better.

As Ashley Glickman, Founder & CEO of Control States Consulting Partners, explains in this Business of Drinks episode, many control states evaluate brands store by store.

A wide launch can work against you if the brand does not yet have the demand, broker support, marketing resources, or on-premise pull to support it.

The brand may have gained distribution. But if it is not moving, it may appear weaker than it actually is.

Ashley’s advice: Start narrower. Get into the right stores. Support them properly. Prove velocity. Then earn the next stage of growth.

In control states, distribution is not the win. Performance is the win.

Watch the clip and subscribe to Business of Drinks for more conversations on what is actually driving growth in beverage alcohol.

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Erica Duecy, co-host:
Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
LinkedIn: https://www.linkedin.com/in/erica-duecy-4a35844/
Instagram @ericaduecy

Scott Rosenbaum, co-host:
Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
LinkedIn: https://www.linkedin.com/in/scott-m-rosenbaum/

Caroline Lamb, contributor:
Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
LinkedIn: https://www.linkedin.com/in/caroline-bork-lamb/
Instagram @borkaline

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Видео The Control State Mistake: Going Too Big Too Fast канала Business of Drinks