A facing is the presence of the bottle facing the consumer. The higher the number of facings the more bottles there are facing the consumer and the higher degree of visibility of the brand in the venue.

Example of Use: ‘If three bottles of a brand are placed facing the consumer (not behind each other) then we can say that that brand has three facings in that venue.’

Indie Bartender Understanding: In our hospitality venues the bar space is generally limited to one facing of each brand we are selling. However, there are examples where the commercial agreement between a brand and the venue allows for the brand to occupy a whole shelf and have 6, 10 or more facings. The effect of this is to get consumers to buy this brand versus other which we may have.