Understanding Off-Premise Sampling and Target Demographics

In this single episode, I had the pleasure of interviewing Krista Schubert from Overproof, an AI-powered market intelligence platform & field execution software for the beverage alcohol industry. She has extensive industry experience and brings incredible insights and data to our chat.

If you are interested in using OverProof, you can do it ⁠here⁠ and get $250 discount.

Main topics discussed:

From 0 to 1 bottle

• The importance of the Target Occasion

• How occasions change by City and State

• How to choose the correct city to start building your brand

From 1 bottle to 1 case

• Brand Owners' vs. Distributors' approaches to city strategies

• Analyzing cocktail menus to decide where to focus on

• Avoid brands vs. following brands: different strategies

From 1 case to 1 pallet

• Big brands vs. Small brands approaches

• How to move from one City / State to the next

• How Independent Bottle Shops can complement your On-trade strategy

About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠ 

About the Guest: Krista Schubert