Brands are paying more for agave these days and it’s hard to say when the price will go down. Regardless of whether you’ve been hit by the shortage or not, chances are you’re still watching your pesos as you try to grow your agave spirit business.
Following are 4 misconceptions that may be drying up your income stream unnecessarily:
• Myth 1: I should hire a full-time Consultant to help me grow in my target markets.
This industry is full of insultants- er…consultants – who will happily take you money while they tell you what you already know. Despite what they tell you about themselves, you must do your due diligence and check their credentials. What brands have they been involved with in the past? Are those brands still around today? Why or why not? Is their pay contingent upon results? Do they guarantee results?
• Myth 2: Influencers are geographically based and an influencer in Illinois can’t help me in Texas.
There’s a world of influence out there and it’s returning $6.50 for every $1 you spend on it. Many influencers have a worldwide reach and the good ones know exactly how to reach out and touch specific markets. The best way to touch a specific market is to find an influencer with a following of real people and talk to them about the best way of reaching your target market.
• Myth 3: Influencers can’t beat gold medals and awards from competitions.
When you consider the cost of entering competitions and then paying the licensing fees for the awards you win, entering competitions can be a very expensive endeavor. The passionate followings that some influencers have can often rival the implied prestige of silver and gold. Like anything else, you’ll need to do your homework and weigh the return on your investment.
• Myth 4: I’ll need to spend a lot to pay salespeople to get accounts placed in new markets.
You can still open new markets without the high cost of hiring sales staff. Influencers like Tequila Aficionado share agave spirits with distributors, restaurant and bar owners, and decision-makers all over the country – all the time – especially on our annual tours. Even when we aren’t on tour, major distributors watch our reviews before considering brands for distribution.