Go To Market Planner

A strategic Go To Market workbook for spirits producers preparing to launch, reposition or scale.

Launching a new spirit, refreshing your brand, or expanding your range?

This hands-on workbook is designed to help you go to market with clarity, confidence, and commercial strategy.

Hone your Go To Market plans effectively.

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.

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£25

Go To Market Planner

A strategic workbook for spirits producers preparing to launch, reposition or scale.

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 through the following segments:

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.

What to expect?

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. This solves that.

What’s actually included inside?

This drinks focussed workbook breaks strategy down into something practical – so anyone, in any size team, can build a Go-To-Market approach that actually works.

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.

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.

Who this 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 covers a lot of spirits industry specific issues.

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

It’s written for craft distillers, drinks brand 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.