Know the distribution math before you launch

One of the biggest mistakes I see founders make is launching a beverage before they understand the real distribution math.

Margins matter. Freight matters. Turns matter. A world-class product still fails if the numbers don't work.

Where the money actually goes

Between your production cost and the shelf price sit the distributor's margin, the retailer's margin, freight, promotions and the allowances every channel expects. Founders tend to price from the cost up. Retail works from the shelf down. When the two don't meet, the brand either prices itself out of trial or sells every case at a loss.

Turns decide whether you stay

Even with the margin right, a slow-turning SKU is the first to lose its slot. Distributors and retailers measure how fast you move, not how good you taste. Plan the support that drives turns (sampling, activation, promotions) into the numbers before launch, not after.

Run the math on every channel before the first production run. It is the cheapest mistake you will ever avoid.

If this is your week, request a call with Douglas. The introductory call is free.