Question 1

HOW MANY CHAINS DO YOU CALL ON?

Accepted Answer

STELLAR Brands calls on as many chains as needed for the brands we represent. With Cierto Tequila we identified Luxury Accounts as a priority. Even still we were in contact with over 250 chains and completed over 130 RFPs.

Question 2

HOW MANY CHAINS CAN YOU GET ME INTO?

Accepted Answer

Our favorite question. We can’t guarantee getting you into any specific chains. We will complete a 23 Step process to build your strategy and then introduce your brand to buyers. We can guarantee that the buyer will have a textbook perfect introduction to your brand. They will know everything about your brand, with plenty of time before the RFP decisions are made. For any mid-year decisions we will get you in position for some placement decisions.

Question 3

CAN WE GET SOME QUICK WINS?

Accepted Answer

Quick wins would amount to sheer luck. Low probability as most chains make annual decisions. They conduct RFPs typically between Fall and Spring. We encourage brand owners to make the investment to do it right. Don’t depend on quick wins. Depend on elevating your brand visibility and awareness with buyers. If your product is good, and presented correctly, your wins will come longer term.

Question 4

WHAT IF  I HAVE A SALES TEAM?

Accepted Answer

Great!  Stellar Brands is not designed to replace your sales team, it is designed to supplement it and to help them learn and succeed.  If you have a National Account team, Stellar can help supplement their efforts.  If you don’t, then Stellar can perform this role to broaden your account reach.

Question 5

WHEN IS THE RIGHT TIME TO SELL MY PRODUCT TO NATIONAL ACCOUNTS?

Accepted Answer

STELLAR Brands will help you to build a strategy. We will look at your distribution footprint and your market expansion plans and help you to build strategy to be successful.  Remember that Stellar Brands will help you with all sized On-Premise chains. It is never too early to think about expanding On-Premise via Chains.  Stellar will help you to win with local multi-unit, local and regional chains early on, and then help to develop that further to National Chains.

Question 6

HOW MANY STATES DOES MY PRODUCT NEED TO BE IN?

Accepted Answer

This question depends on timing and market expansion plans.  You should start thinking about introducing your product to chains when you hit around 10 to 20 states.  It takes 1 to 2 years to build up buyer awareness.  If you are expanding the states you are available in, it pays to start thinking about On-Premise chains early. MOST CHAINS WILL ONLY CONSIDER YOUR PRODUCT IF YOU ARE READILY AVAILABLE IN THEIR MARKETS. Remember, that every chain has a different geographic footprint, and local/regional chains are a first step on your way to growth.

Question 7

WHY SHOULD I FOCUS RESOURCES IN ON-PREMISE ACCOUNTS?

Accepted Answer

This is a broader discussion, but On-Premise provides important consumer sampling for your product. If you have built out Off-Premise, then ON will help you to sell more in the stores where you have placements.

Question 8

DO YOU ONLY DO SPIRITS?

Accepted Answer

Stellar Brands founder has experience in Spirits, Wine, Equipment, and Non-Alc. Our primary focus will be on Emerging Spirt brands, but let's talk about what you need on your brand.  We may be able to help, or can recommend someone that can help you.

Question 9

HOW DO I KNOW WHAT YOU ARE DOING ON MY BRAND?

Accepted Answer

We provide full reporting on the activities for your brand.  Who we present to, who we talk to, and feedback on these meetings, calls, or RFPs.

Question 10

HOW LONG BEFORE I SEE RESULTS?

Accepted Answer

It really depends on a number of factors including the category you are in, the price and positioning of your product, and most importantly consumer call or demand. When we launched Cierto Tequila (a line of $90+ tequilas) we expected result to take 1 to 2 years.  We started seeing results after around 9 months.

Question 11

CAN YOU ALSO HELP ME MARKET AND DEVELOP MY BRAND?

Accepted Answer

YES! The founder of Stellar Brands has experience with a TOP 3 Spirits Company. During his tenure he ran this company’s import division.  That included Marketing and Sales for 7 Imported and Specialty brands.  From these brands a number were turned around, repackaged, and new line extensions and versions were launched.  During this tenure, he also recruited several new brands to the import company. A huge priority for this import division was developing small to mid-sized brands.

Question 12

CAN I PAY LESS? (I CAN’T AFFORD YOU)

Accepted Answer

You might be able to pay less elsewhere with another company, but our prices were modeled after existing prices in the market.  Again, if a full-time national account person costs $150K plus benefits, it would seem that our fractional model is the way to get coverage and pay less. Let's talk about what would work with you and your brand.  We can talk about what you need done, and price it accordingly.

Question 13

CAN I GET A DISCOUNT IF I BRING SEVERAL BRANDS?

Accepted Answer

Theoretically yes, let's talk about it!

Question 14

WHY DO I HAVE TO PAY TRAVEL? CONFERENCES, AND TRADE SHOWS?

Accepted Answer

If you have a Full-Time sales rep you would have to pay them to travel to attend buyer meetings, RFPs, or conferences. With Stellar Brands you pay 100% of dedicated brand meeting travel, and “fractional” for travel that includes multiple brands or meetings. For Trade Shows and Conferences paying a fraction of the actual amount saves you money.

Question 15

…I CAN’T AFFORD HEADCOUNT!

Accepted Answer

If you can’t afford Headcount then Stellar Brands “Fractional” Model should be better for you.

Question 16

WHY DO ALL BACKBARS SEEM TO HAVE THE SAME BRANDS ON THEM?

Accepted Answer

Very True.  You are just starting to prioritize On-Premise Chains.  The multi-nationals and large companies have invested in this area for decades.  The similarity in brands carried are a reflection of the support they have showed chains and local accounts.  More accounts are now looking to differentiate their concepts and brand assortment. Now is the time to invest in chains.

Question 17

WHAT IF I DON’T HAVE ON-PREMISE OR TRADE SHOW MATERIALS…?

Accepted Answer

Don’t worry.  Whatever you don’t have, we can help design and produce for you.  We work with a handful of agencies that do great work at a fair price.  We know what it is like to grow, and we have the answers, and can help you to get it done.