Putting the proof in Overproof.
See how Overproof helps alcohol brands - big and small - leverage data to optimize sales and marketing strategies.
Case Study
Single State Distillery
A New York-based single-state distillery was preparing to launch a brand and wanted to leverage data to build their go-to-market strategy.
National Brand
A national rum brand with a strong footprint in Florida wanted to increase their sales in the state, which topped off at 20,000 cases per year.
Enterprise Brand
One of the largest spirit sellers in the world wanted to gain a better understanding of their market share in California and identify areas of opportunity.
Route-to-Market
Up End
Up End, a single-state distillery based in New York, was preparing to launch a new brand and wanted to leverage data to build their go-to-market strategy. As a small two-person team operating on a limited budget and new to the beverage alcohol industry, they were unsure which markets to focus on.
Solution
The brand approached Overproof for support, and after an intake conversation with Up End’s team to gain a better understanding of their goals, Overproof suggested a market analysis to identify their target markets and then implement an Overproof Score program to audit accounts within those markets.
The Tool
Overproof Score is an unrivaled prediction model that helps alcohol brands identify their success probability at any venue. Once a brand identifies their go-to-market strategy, including customer-, market- and in-account identifiers like menu style, cocktail strategy and competitor presence, Overproof analyzes and assigns each account a numerical value to quantify their account-product fit. Overproof Score is a core Overproof feature, that drives go-to-market strategy planning and in the field execution.
Result
Overproof began a full market analysis, analyzing more than 2,000 accounts in the greater New York and Manhattan area, and identifying more than 100 accounts that offered the best success probability. With a scored account list and full market analysis, Up End significantly improved their likelihood of closing accounts in their target market, and would reduce time spent at accounts that would not be a fit for their brand.
2,000 Accounts Scored
100+ Perfect Fit Accounts Identified
NATIONAL BRAND
Papa’s Pilar
Papa’s Pilar, a national rum brand with a strong presence in Florida, had reached 20,000 cases per year in the market. However, since hitting the milestone, sales went stagnant and in some counties began to drop.
Solution
The brand approached Overproof for support, and after an intake conversation with the Papa’s Pilar team, Overproof suggested a market analysis to help identify the counties in Florida they should target to drive growth and the counties that were not a fit for their brand, and help them optimize their path toward 30,000 cases sold in 2022.
The Tool
Overproof conducted a market analysis using its proprietary AI algorithm combined with key demographic and socioeconomic factors to analyze all 67 counties in Florida. By considering the brand’s portfolio fit, Overproof could identify parameters of the brand’s ‘ideal target market fit,’ and which counties had the highest population among the brand’s target audience, offered the best sales opportunity for Papa’s Pilar, and the highest success probability.
Result
The market analysis revealed that Papa’s Pilar sold best in counties that had dense populations of high-income earning individuals. However, a significant portion of coastal cities, which are among the highest income-earning areas in the state, were not being targeted by the brand at all. With this information, Overproof generated a list of counties that had been overlooked or underserved and identified the venues within them that would be the best fit for the brand’s marketing strategy to reach consumers in the boating and sportfishing lifestyle. These recommendations are helping the brand optimize their route-to-market strategy in Florida.
ENTERPRISE BRAND
Pernod Ricard
Pernod Ricard, one of the largest spirit and wine sellers in the world, was looking to gain a better understanding of their portfolio’s current market share in California and to identify areas of opportunity.
Solution
The brand approached Overproof for support, and after an intake conversation with Pernod Ricard’s leadership team, Overproof suggested a market analysis of California with the intention of creating a prioritized, data-driven account set that would form the foundation of their 2022 market strategy.
The Tool
Overproof Score is an unrivaled prediction model that helps alcohol brands identify their success probability at any venue. Once a brand identifies their go-to-market strategy, including customer-, market- and in-account identifiers like menu style, cocktail strategy and competitor presence, Overproof analyzes and assigns each account a numerical value to quantify their account-product fit. Overproof Score is a core Overproof feature, that drives go-to-market strategy planning and in the field execution.
Result
Out of 1,200 accounts, Overproof identified 275 that fit their go-to-market strategy, eliminating 77% of accounts that were not a fit, and thus saving them time and effort in the field. Overproof identified markets where Pernod Ricard was leading and where they had fallen behind their competitors, and analyzed menus to understand which portfolio products would have a better chance of success in particular markets. Pernod’s California team, including more than 20 admin, manager and field users, will now approach the California market with their targeted account list in hand.
