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Gallo – Convenience

The Objective

To drive distribution Of New Amsterdam Vodka 70cl & 20cl within Independent Convenience stores.

The Solution

The team were given a targeted call file and allowed some flexibility to add incremental stores based on local knowledge. They sold in car stock purchased from C&C, supported by a sales aid.

The Result

A total of 1,080 stores were called on, and a key decision maker (KDM) was reached in 47%. Where a KDM was reached , a total of 503 deals were sold, across 73% of those stores. Distribution of the 20cl grew from 4% to 54% and the 70cl grew from 18% to 50%. Effective Rate of 47% and Strike Rate of 73%.