Route-To-Market Strategy: Know Your Audience

May 06, 2019

There are many aspects to consider when developing your route-to-market strategy; one of the most important is knowing your audience.

When you know who your audience is, you can better understand how your spirits brand relates to them and, therefore, how best to position your product as you create your route-to-market strategy. This is different for every brand, so it’s necessary to do your homework and be as honest and objective as possible.


Below are a few good questions to get you started as you consider key aspects of your product and define your audience:

  • What is your product? – This question seems simple enough, but it’s easy to think your product is for everything and everyone. Instead, you need to be specific. Is it a single barrel whiskey that’ll be sought out by connoisseurs and poured neat, or is it more of a specialty liqueur often used in craft cocktails? Knowing how your spirit will be used and in what situations it’ll be served will help you narrow down your audience and your message.
  • What is your price point? – Is your product a value-priced spirit intended for use in the well in high-volume bars or more of a high-end product listed on a menu? Is it a gift someone would bring to the host of a nice dinner party, or something they’d throw into a punch for a big gathering? Spirits at all price points exist and are necessary, but you have to be aware of what your price point allows and alludes to about your product to ensure you position it correctly.
  • What hole in the market do you fill? – What makes you different than your competitors? Is there a unique process for making your spirit? Do you utilize ingredients no one else has used before? Is your flavor profile tailored for a specific use? Arm yourself with real facts and a true understanding of how your product is useful to your consumer.
  • How does your brand relate to your audience? – What’s your story? What do you stand for? Consumers make decisions based on what a brand says about them, whether they’re conscious of it or not. You can craft messaging to authentically resonate with your audience by being clear on your values, history, and positioning.


When you’re thinking about your audience remember it includes people in the trade, too. You want industry people to be brand champions for you, so make sure you align yourself with retailers, bars, and restaurants that are a good fit with your brand — and vice versa. Always be respectful, treat people right, and strive to provide value with good ideas, support, and a great product to back it all up.

Need help developing your full route-to-market strategy? We can help.

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