Behind The Pursuit: Expanding the Brand's Portfolio

Bourbon Pursuit

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4.9 • 866 Ratings

🗓️ 7 April 2023

⏱️ 45 minutes

🔗️ Recording | iTunes | RSS

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Summary

Having a variety of SKUs or choices in a brand’s portfolio is a great thing, right? You can reach a multitude of customers with multiple entry points or stepping blocks for them to learn more about you. However, the biggest challenges folks don’t really see come after the product development: continuously communicating with distributors why a new SKU should be carried, shelf space competition, ongoing marketing material about the new SKUs. The behind-the-scenes work can really add up, and is it worth it? Today, we dive in to the topic of expanding the portfolio. We hit on: Is there a life cycle or cadence to how long to carry a set of SKUs before adding new ones? Does having too many SKUs dilute the attention for your core products? Are there certain SKU expansions that are necessary to reach more mass consumption? How has the reception been in markets since the release of Oak Collection? Do distributors give you more attention because you have more products in your lineup? and much more. For questions or topic requests on upcoming episodes, email us at [email protected]. Subscribe to Behind the Pursuit on: Apple Podcasts Spotify iHeartRadio Amazon Music Google Podcasts

Transcript

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0:00.0	Hey everyone, it was spring break this week, so Ron and I, we took some time off to spend it
0:05.0	with our families, but I picked out a recent episode of Behind the Pursuit to share with you all.
0:10.2	And if you enjoy this show, please make sure you go and follow our second podcast. It's called
0:15.2	Behind the Pursuit from Bourbon to Brand. It's on Apple, Spotify, pretty much everywhere.
0:21.9	And this show is really like a sounding board for us. And we talk about all the ups and downs of building pursuit spirits
0:26.7	and everything that comes in between. But it's not always about the brand either, kind of like
0:31.4	today's episode. We want to talk about consumer choice. And the biggest challenge that folks
0:36.3	really don't see when it comes after the
0:38.5	product development is done. And that's continuously communicating with distributors on why a new
0:43.1	skew should be carried. Their shelf space competition, ongoing market material about the new skews,
0:48.5	and even more. So does the behind the scenes work really add up and is it worth it?
0:53.8	Again, make sure you go and follow behind the pursuit from bourbon to brand and enjoy this pursuit.
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1:34.2	and caramel, toasted oak, and baking spice.
1:36.8	And you're probably wondering, well, why am I not getting these notes?
	...

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