Hop House 13 · Go-to-market · Product launch
Launching a new lager proposition into 1,000 venues.
Building the on-trade case for a new lager brand from Guinness.
- Organisation
- Diageo / Guinness
The challenge
Introduce a new lager brand to the UK on-trade and establish a compelling customer proposition.
The approach
I built the on-trade commercial proposition and customer marketing strategy, giving wholesale and hospitality customers a clear case for bringing a new lager brand into their venues.
Customer-facing sales and activation tools supported the rollout, connecting the proposition with the practical conversations needed to win distribution. Hop House 13 launched into approximately 1,000 bars and pubs in year one.
What I personally owned
- Development of the on-trade commercial proposition
- Customer marketing strategy
- Marketing and activation tools
- Rollout with wholesale and hospitality customers
The commercial impact
- ~1,000
- Bars and pubs in year one
What this demonstrates
I can build a go-to-market proposition from scratch and win distribution with customers who have plenty of other choices.
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