Profitably Scaling Craft and Specialty Brands - UpScalability
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Smart growth strategies to profitably scale craft and specialty brands

Smart growth strategies to profitably scale craft and specialty brands

Consumer Packaged Goods ◊ Food & Beverage ◊ Beer, Spirits & Wine

Profitably Scaling Craft and Specialty Brands  –  Photo: Rex Brown CC

Profitably Scaling

Craft and Specialty Brands

We help you frame smart growth strategies to profitably scale craft and specialty brands. Our approach is built to address and overcome two big market category challenges:

Constrained retail space for product placements

Physical vs. digital brand-engagement collisions

Building Fit-for-Purpose

Competitive Capabilities

Our deep industry perspective, experience and network help you build two fit-for-purpose competitive capabilities:

Constraint-busting Scaling Pathways

The charting of agile scaling pathways that single-mindedly focus on maximizing brand margin velocity at the “shelf” and that sub-ordinate the entire value chain to overcome retail space (or other) constraints.

Technology-enabled Brand Constructs

The discovery of meaningful, technology-enabled business models and innovations that are a proprietary and embedded element of the brand engagement construct.

Why Smart Growth Strategies are Vital

  • The physics are changing. A rising tide does not float all boats anymore. (Talking about craft breweries struggling to grow sales in an increasingly crowded environment; CBC 2016)

    - Paul Gatza, Director, Brewers Association

  • Brands are not created by corporates or committees. Brands are created by individuals who believe in something deeply and who bring those brands to life in an unrelenting way.

    - Jeff Hansberry, President, Evolution Fresh

  • Even though craft is growing in a quite, almost explosive manner, the average craft brewer is getting smaller, and the average sales per draft line or per SKU on the shelf are going down.

    - Jim Koch, Boston Beer Company

  • Technology has revolutionized business by giving consumers the reins to determine whether or not a company will be successful.

    - Richard Branson, Virgin Group

  • By putting these two pieces together (digital fitness platform and world class physical products), you can build a new kind of fitness brand that has a deeper, more trusted relationship with consumers and can engage with them in a more personalized way.

    - Jason Jacobs, CEO Runkeeper

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