The collective names for the places where wine and spirits brands are served in the on-trade and off-trade.

Example of Use: ‘There are 50.000 hospitality venues in the market where I work.’

Indie Bartender Understanding: Just names of the places where we work and sell to our guests or consumers. Outlets used a lot for the off-trade channel.

How a brand is potentially seen by consumers in a point of sale is called Visibility. Visibility is achieved by the bottle’s presence behind the bar, then can be improved with more facings, or in some cases, a bottle can be presented upside down on an optic behind a bar if it is a fast moving reference for the venue; in this case, the producer would place the labels also upside down so that they can be read normally when on the optic.

Example of Use: ‘This new packaging and striking label will improve visibility so that the consumer can see our brand from the other side of the bar.’

Indie Bartender Understanding: The first level of visibility of any brand is how it is designed and presented, then how it stands on shelf or behind the bar next to its competition and after that other activities can be envisaged to help improve its visibility. These additional activities would usually be agreed in a Commercial Agreement and include additional facings, secondary placements etc.

Volume is the common word used for shipments of units of a brand, in the wine and spirits world this is generally measured as cases of 12 bottles. For spirits a case can be of 12 x 70cl = 8,4L or 9L when the bottles are of 750ml (USA; Canada and S. Africa). Volume can also refer to alcohol degree of a spirit, or volumes of different ingredients in a cocktail.

Example of Use: Volume Growth is generally an objective for any brand owner.

Indie Bartender Understanding: In the industry volume doesn’t refer to the loudness of the music it is a quantity of sales but it also has two other meanings relating to parts of the ingredients of a cocktail or the % degree of alcohol in a spirit.