Visibility intelligence for wine distributors
Every wine list is real estate. Know how much of it you own.
Your reps photograph the lists they already see. Liquid Equity reads every line, matches it to your book, and shows your share of visibility by account, rep, team and house. In thirty days you have the whole territory.
Langlois-Chateau Sancerre; Loire, France 2022 | 20/80
- Gallo
- AB InBev
- Diageo
- The Wine Group
The opportunity
Two questions sit above the rest. How much of the list do you own? And what is it worth?
- PositionShare
Your share of visibility in each account and across the territory, by varietal and by restaurant type.
- ExposureRisk
Which SKUs are vulnerable right now, and what should take their place.
- PaceGoals
Where each rep stands against incentives, revenue goals and PODs.
- ReturnSpend
Whether trade spend is landing on the list, and whether you are over or under-delivering on-premise.
- UpsideGrowth
Where your biggest opportunities are, account by account.
Beyond depletions
A POD tells you the wine was bought. It does not tell you where it went.
A by-the-glass feature is the most valuable real estate on a list. A POD without one is on its way to being discontinued. Your current system cannot tell you which one you have.
Your system tells you
- How many cases sold, and when they last bought.
- That a POD exists at the account.
- A yes or a no. That is all.
Liquid Equity tells you
- Whether it made the printed list, or only a Friday chalkboard.
- Whether it is poured by the glass, sold by the bottle, or both.
- Whether it is in the feature, the house pour or Wine Down Wednesday.
- Where its price sits against the rest of its category on that list.
What a POD is really worth
A new point of distribution pays the rep $100. Here are two of them.
Depleted a single case. It never reached the wine list. It appeared once, on the chalkboard feature.
Nine cases in 30 days. Priced right by the glass, and included in Wine Down Wednesday and Happy Hour.
Same POD. Same $100. Only one of them was worth paying for.
From the field
What distribution leaders say.
Placeholder Sample quotes and names, for layout only. Real customer words replace these before launch.
For the first time I can show my board where our trade spend actually landed. Not cases. Placements.
We were sure Italian was our strength. Thirty days of scans showed us Chardonnay was where we were losing ground.
My reps changed how they sell within a month. They coach to the list now, not to the invoice.
- NORTHBANK
- Halcyon Wine Co.
- RIDGELINE
IMPORTS - CORDOVA
- meridian · beverage
Competitive advantage
Every house has a specialty. Few can prove they are winning it.
Here the specialty runs two points over fair share. A category nobody calls a specialty runs seven over, and the most listed category in the territory is the one being lost.
Illustrative Example figures, not a customer's results. Every share states what it was counted from.
Camera to boardroom
Thirty days is your entire market.
Reps scan on the call cycle they already work. No new route, no extra stop. Within a month every list you sell to has been read, attributed and analyzed. You are not sampling the territory. You have all of it.
Ownership
It is your data. We are the software.
Your accounts, your scans and your share stay yours. Depletion data is never shared or aggregated for any other purpose. Liquid Equity is not a data business that needs your accounts to have a product.
The pilot
Seventy-five to a hundred accounts. Scan, then rescan.
Your reps photograph each list, about two minutes a stop. We read them all, then read them again thirty days later. You see exactly what changed, what held, and where your share moved.