LAUNCHING ARCHIE ROSE WHITE CANE
On-Premise Go-To-Market (GTM) Strategy & Trade Launch
May 2021 - August 2021
Project Team: Assistant Trade Marketing Manager, Design Team, Sales Team, Brand Team
My Role: Assistant Trade Marketing Manager
The Challenge:
Launch the new Archie Rose White Cane spirit into a highly competitive on-premise environment, dominated by global white rum brands, while driving distribution, menu listings, and sell-through — all within a controlled trade investment.
Objectives:
Secure national on-premise distribution and menu presence
Drive trial and repeat purchase through bartender advocacy
Deliver strong case sales and ROI with scalable trade mechanics
Key Insights:
Bartenders drive ranging and repeat orders — education and incentives outperform heavy theming
Venues are seeking premium-quality spirits at accessible price points
Traditional summer activations require high spend to compete with global brands and don’t always convert to sustained volume
Strategy:
Execution:
Results:
Learnings:
A phased on-premise launch focused on:
Influencer venues to build credibility and advocacy
Selective activation venues to drive volume
Strong BA-led sell-in, supported by case deals and cocktail listing incentives
National trade media and PR to reinforce awareness
Strategic pivot to a bartender cocktail competition to drive listings, engagement and sell-through more efficiently
Exclusive pre-launch at Sydney Bar Week Bar Awards
200+ on-premise venues engaged via influencer and activation partnerships
Trade launch events in NSW, VIC and QLD
Case discounts for pouring and cocktail features
Bartender cocktail competition used as a key volume and advocacy driver
Distribution via Paramount, ALM On Prem and Liquid Mix
