Insights from the Strategic Sourcing Hub by Black Button Distilling at Bar Convent Brooklyn 2025
In today’s saturated beverage landscape, where thousands of new products hit the shelves each year, your brand’s success hinges not just on what you make—but how you get it to market.
At this year’s Bar Convent Brooklyn, Jason Barrett of Black Button Distilling shared a clear message: the route to market (RTM) is no longer just a logistics decision—it’s a brand-defining strategy. Here’s what you need to know to elevate and optimize your RTM approach.
Why Route to Market Strategy Matters
A strong RTM strategy aligns your brand identity with the right distribution and marketing channels. Done well, it expands access to your product, builds authentic consumer connections, and sets the foundation for sustainable growth.
Understanding the Modern Marketplace
Consumer expectations have shifted. Consider these trends:
- 86% of consumers say authenticity influences the brands they support.
- The average shopper is bombarded with thousands of SKUs—why should they choose yours?
- Over 70% of purchasing decisions now start online.
To thrive, brands need to be both discoverable and meaningful in this digital-first, trust-driven economy.
What Makes a Brand Memorable?
Memorability is rooted in emotional connection and storytelling:
- 68% of consumers say brand stories influence what they buy.
- People remember 80% of what they see versus just 20% of what they read.
- Stories are 22 times more memorable than standalone facts.
In short: clarity, consistency, and visual impact matter.
Build an Authentic Brand Narrative
Authenticity means walking the talk. When what you say matches what you do, you earn trust—and trust drives sales.
Use these elements to tell your story:
- Founder’s Story: Why was your brand born? What’s the passion behind it?
- Core Values: What do you stand for?
- Mission & Vision: What are you working toward?
- Brand Promise: What can customers count on—every time?
- Milestones: Celebrate and share the wins that define your evolution.
Position Your Brand to Stand Out
Positioning is how you occupy space in your customer’s mind—what you’re known for, and how you’re different.
A strong positioning statement includes:
- Frame of Reference: What category are you in?
- Target Audience: Who are you speaking to, specifically?
- Point of Difference: Why are you better, different, or more valuable?
- Reason to Believe: Back it up with proof—awards, testimonials, or sourcing details.
Use Digital as a Growth Engine
A robust digital presence isn’t optional—it’s essential. Smart brands build momentum through:
- Social Media
- Email Campaigns
- Google Ads
- Content Marketing
These aren’t just marketing tools—they’re relationship-building channels.
Foster Loyalty Beyond Ads
Modern consumers want more than catchy slogans—they want connection. Think about:
- User-Generated Content: Let fans help tell your story.
- Experiences & Tastings: In-person touchpoints forge emotional bonds.
- Loyalty Programs: Reward and retain your best customers.
- CRM Tools: Use data to personalize and deepen engagement.
Choose the Right Route to Market Channels
Whether you’re launching direct-to-consumer, building an on/off-premise presence, or scaling through e-commerce, your mix should reflect:
- Your brand goals
- Consumer behavior
- Your product type
Consistency across channels is key—especially as you grow.
Final Checklist: Are You RTM-Ready?
- Is your brand story authentic?
- Is your positioning clear and compelling?
- Are you leveraging digital marketing to scale?
- Is your RTM strategy aligned with your goals?
If not, it’s time to refine. Your route to market is one of the most powerful tools you have—use it strategically.
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Need help mapping your route to market or crafting a brand story that sticks? Connect with the Strategic Sourcing Hub by Black Button Distilling—we’re here to help you grow.
