Build profitable coverage with real rotation, not just presence.
Channel map
| Channel | Aim | KPI | Actions |
|---|---|---|---|
| D2C | Learning and margin | LTV/CAC, buyback | Landing, CRM, subscription |
| Horeca | Experience and proof | SKU rotation, coupons | Tastings, pairings, POP |
| Specialized retail | Volume and visibility | Replacement, ticket | Tastings and bundles |
| Marketplaces | Scope | Conversion, reviews | Photos, information sheets and logistics |
Route in 90 days
- Week 1–2: Channel listings, contracts, and sales training.
- Week 3–6: 10–20 pilot accounts with unique activations and coupons.
- Week 7–10: Duplicate accounts with higher ROAS and prepare for retail.
- Week 11–12: KPI dashboard and replenishment plan.
Common mistakes
- Wanting to “be everywhere.”
- Do not require sell-out goals.
- Lack of POP and tasting script.
Myths
- “More coverage = more sales.”
- “The distributor does everything.”
Odds
- Microterritories with high fit.
- Bartender loyalty programs.
Testimonials
Carla — Sotol: “With 16 well-served accounts, we bill more than with 40 scattered accounts.”
Mario — Beer: “The replacement board saved us breaks.”
CTA
Ready for a rotating distribution plan? Schedule a consultation or join the 90-day express course : TWL · AgaveInstitute · CompraChelas.
FAQ
When to formalize with a distributor?
When you have proven turnover, sustainable processes and margins.
How to avoid cannibalization?
Lists by channel and MAP/PMI with price audit.
Schedule your call or register
Take action today: Free Discovery Call or 90-day course.