Well, that’s a wrap for 2022. It’s been an interesting year, not without its challenges as anyone working in the drinks and hospitality industry will testify.
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With supermarkets and retailers likely to be paying more attention than ever to shelf price and profit margins, what can small or independent drinks brands do to navigate the situation?
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Anyone can move a product from A to B. But good drinks logistics companies do a whole lot more than that. While you may think ‘logistics’ and logistics companies just do the boring stuff, they actually are the problem-solving expertise behind some of the UK’s, and world’s, most exciting brands.
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At present, in the drinks industry, end-to-end supply chains are really taking a battering. The issues are many, and complex, but there is a real, constructive approach we can take, which is about getting as much information as possible about the issues, getting clear about the realities of those issues and, from that point, forming a plan, because it’s time to start coming up with solutions.
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The issues facing independent spirits brands are many. From generating demand to rising costs and seismic supply chains. Focusing on key issues helps set priorities and prevent brands from drowning.
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If you’re a drinks brand owner wondering whether to outsource your back office, you’ll need to consider whether the cost justifies the benefits, one being that you won’t have to cover all bases yourself.
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Gifting should be integral to a drink’s brand plan. Understanding the shape of the year, with holidays and celebration events so that marketing can be anchored in the right places can make or break a drinks brand.
But marketing is only one part of the plan. Production, logistics, consumables, cashflow and budget all need planning. And the communication needs to begin way before in a clearly defined calendar plan.
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For an independent drinks brand, getting onto the shelves of a mass-market supermarket or wholesaler is not easy. Even for the very successful brands, it isn’t a simple or quick journey, no matter how good their liquid is. Our reason for being, as drinks logistics experts, is to give drinks creators valuable time and energy they need to work on getting on shelves and staying there.
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