Bars are your customers, but the relationship doesn’t end when they buy your bottles—ideally, it’s just beginning.
When bars appreciate your spirit, they use it more, so they churn through more volume and keep buying it, potentially in increasingly larger orders. And bartenders become organic brand evangelists. They make your product shine, demonstrate its versatility in cocktails, and often even engage in guest education by answering questions about your spirit and offering curious customers tastes of it. That conversation extends to fellow bartenders, too, and that can expand your product’s footprint into more accounts.
This is how brands—and entire categories—grow.
Identify Strong Potential Bar Partners
The goal for most brands is to be in as many bars as possible. However, early on, targeting specific bars that may be particularly good partners helps you get there.