Compete with perceived value , positioning , and experiences , not margin-killing discounts.
Value strategy: Win by experience, not by price
In categories like tequila, mezcal, charanda, bacanora, sotol, raicilla , and craft beer , the customer pays for meaning : origin, process, ritual. Elevate your value with guided tastings, pairings, and educational content that makes your customer part of the story.
“3P” Framework: Positioning, Testing, Social Proof
- Positioning: defines category and reason for being (terroir, master, recipe).
- Test: Tastings with conversion KPIs and unique coupons.
- Social proof: verified reviews, awards, media, allied mixologists.
Common mistakes
- Respond to discounts with more discounts.
- Confusing message (I don't know why you are different).
- Do not separate price lists by channel.
Common myths
- “The market only wants the cheapest.”
- “Medals sell themselves.”
- “On networks everything is price.”
Real possibilities
- Value bundles (vertical tasting, cocktail kit).
- Memberships and batch editions.
- Partnerships with chefs and bartenders.
Real example
“We raised the price by 12% and improved the experience: tastings, recipe books, and the club. Turnover grew 2.4x without promotions.” — Daniela, founder of a white tequila
Testimonials
CTA
Schedule a consultation or sign up for the 90-day express course : TequilaWhiteLabel.com · AgaveInstitute.com · CompraChelas.com
FAQ
How do I justify a premium price?
With evidence: origin, processes, tastings, reviews, and activation results.
What do I do if a retailer demands a discount?
Offer alternative value (tasting, POP, coupon) and MAP/PMI to protect margin.
Schedule your call or register
Take the first step today: Free Discovery Call or 90-day express course .