Go To market with confidence
A strategic workbook for spirits producers preparing to launch, reposition or scale.
Launching a new spirit, refreshing your brand, or expanding your range? This hands-on Go To Market planner is designed to help you go to market with clarity, confidence, and commercial strategy.
It’s not theory. It’s a toolkit filled with frameworks, planning templates, and real-world case studies to help you turn your ideas into a smart, structured plan.
It’s designed to help brands avoid false starts. To build plans that convert interest into action. It’s created specifically for the realities of craft distilling — limited time, limited budget, real ambition.
Everything you need to turn strategy into structure
Who this Go To Market workbook is built for?
Whether you’re launching something new or fine-tuning what you’ve already built, this resource is designed for drinks producers who want their go-to-market efforts to land with impact. It’s for the people doing the planning, writing the decks, pitching to buyers, and pushing strategy forward.
- Distilleries preparing to launch a new brand or product
- Teams repositioning an existing SKU or relaunching with focus
- Founders seeking to sharpen their go-to-market approach
- Trade and marketing leads planning integrated campaigns
- Anyone building a sales or channel strategy from the ground up
“Strong spirits brands don’t grow by accident. They know who they’re for, where they belong, and how to show up with clarity and consistency. That kind of focus isn’t a hunch – it’s built, tested, and earned. This workbook helps you do exactly that.”
Olivier Ward, Founder of Everglow Spirits
Your Go-To-Market plan, step by step
This workbook is built around six essential pillars that guide you from insight to execution. Each one builds on the last shaping your thinking, sharpening your focus, and helping you move from planning into action.
No fluff, no filler – just the structure you need to launch smarter.
01
Market Assessment
Understand your landscape. What’s changing in your category? Who are you up against? Where’s the real opportunity?
02
Brand Vision and Value Proposition
Clarify what your brand stands for, and how you express it. Find your edge. Craft messaging that’s memorable, repeatable, and relevant.
03
Consumer Insights and Personas
Know who you’re speaking to. Define your drinker. Understand your trade partners. Build profiles that sharpen your pitch and narrow your focus.
04
Integrated Marketing Campaigns
Structure your launch and rolling campaigns. Decide what you’ll say, where you’ll say it, and how you’ll bring it to life across digital and physical channels.
05
Channel Strategy
Plan how you’ll convert interest into sales. Define your DTC, on-trade, and off-trade approach.
Prioritise focus. Choose depth over noise.
06
Crafting the Launch
Bring it all together. Plan your timeline, set your milestones, and prep your assets.
Use this section to track what’s left to do before you go live.
good brands don’t grow by accident, and neither should yours
Why this workbook?
Too many spirits brands go to market based on instinct alone. A good idea, a beautiful bottle, a few trade relationships – and hope. But that’s not a strategy. And when you’re investing real money, time, and reputation, hope isn’t enough.
This workbook helps you slow down, think clearly, and build a plan that reflects both the spirit of your brand and the reality of the market. It’s designed to give you the confidence that comes from knowing your positioning is sharp, your story is clear, and your sales and marketing approach is aligned.
Whether you’re preparing to launch, scaling a new SKU, or recalibrating what you’ve already built – this is the plan behind the plan. It gives you the tools to avoid costly missteps, ask better questions, and make smarter commercial decisions.
Good brands don’t grow by luck. They grow by design. Use this workbook to make sure you’re one of them.
Download it. Work through it. Build momentum with intent.
“Most craft distillers aren’t trained marketers by trade. And too often, great products with a lot of good brand ideation imbedded into them launch without a real plan.
Olivier Ward, Founder of Everglow Spirits
This workbook breaks strategy down into something practical – so anyone, in any size team, can build a Go-To-Market approach that actually works.”
Frequently Asked Questions
What’s included in the workbook?
It’s a 50+ page downloadable PDF, designed to guide you through every step of building a go-to-market strategy. It’s detailed, but easy to work through at your own pace.
What’s actually included inside?
The workbook is packed with practical tools – strategic frameworks, messaging exercises, and planning templates. It covers everything from brand positioning and channel strategy to campaign building and execution.
Will it help me write a proper launch plan?
Yes. You’ll work through structured activities like SWOT and benchmarking, map your DTC, on-trade and retail strategies, and define SMART goals to guide your marketing and sales campaigns.
Is it relevant for trade as well as consumers?
Definitely. It includes persona builders for both consumer and trade audiences, so you can shape your messaging, support materials, and sales approach with each group in mind.
Are there examples I can learn from?
Yes. We redacted their names, but there are four real brand case studies included, each showing how distillers have used this kind of thinking to sharpen their strategy, grow sales, and cut through in market.
Is this for marketers or distillers?
Both. It’s written for craft distillers, founders, and brand leads – especially those without a background in marketing. If you’re doing it all yourself or with a small team, this is built for you.