A brand will have a set of objectives which may range from selling more product, to increasing prices and value to extending distribution to new areas of a market.

Example of Use: ‘The brand’s principle objective this year is to develop it’s degree of consumer loyalty.’

Indie Bartender Understanding: We all need, define or have objectives imposed upon us. They are like the motor that keeps us moving forward. Like people, brands have objectives and these are generally defined top down from the hierarchy and our performance in reaching them is measured from the bottom up. Just like in life !

The channel where consumer buy to consume off the premises, probably at home.

Example of Use: ‘Off-trade sales increased during the Covid19 crisis and the confinements since people could not go to on-trade venues, they bought their alcohol and drunk it at home.’

Indie Bartender Understanding: Supermakets and off licenses don’t have licenses allowing them to serve drinks to be consumed on the premises, they just sell the bottles and people go and drink them elsewhere.

The channel where consumers buy to consume on the premises, ie. the hospitality industry’s venues.

Example of Use: ‘On-trade sales were boosted during the FIFA World Cup when people came to watch the football matches on the big screen and consume on the premises.’

Indie Bartender Understanding: On trade, because people consume on the premises … simple!

The on-trade channel is segmented into different families of venues. This helps the marketing teams at the brand owning companies to define their company and portfolio strategy depending on the positioning of the brands that they have and their objectives. A typical segmentation defines between style (contemporary or traditional) and positioning/quality of the venue (mainstream, pemium and super premium). Generally speaking a traditional British pub or village Mom & Pop’s venue would be Traditional Mainstream, whereas the World’s Best Bars would be at the other ed of the spectrum.

Example of Use: ‘The on-trade segmentation in Market X is very skewed towards mainstream traditional since the premium and contemporary venues are not very well developed yet.’

Indie Bartender Understanding: We all have to fit into boxes so that the marketeers can analyse our offers and positioning. Whether we work in mainstream or super premium of traditional or contemporary, giving our best is what is the most important so that we are satisfying our consumers and guests.