How to build a winning route-to-market strategy for spirits brands in new regions
Expansion
Expanding into a new market is one of the boldest moves a spirits brand can make. For many scale-ups, the dream of global growth fuels daring decisions and relentless pursuit of excellence. Yet, international expansion is not just about shipping bottles abroad. It’s about building a bridge between your brand and a new community of consumers.
That bridge is your route-to-market strategy for spirits brands. Done well, it unlocks sustainable growth and establishes your brand as more than just another option on the shelf. Done poorly, it can drain resources and stall the momentum you’ve worked so hard to create.
At Russell&Stellar, we believe a winning route-to-market strategy is not a formula, it’s a discovery. It’s about understanding the stories, systems, and subtleties of each market, then shaping a path that ensures your brand thrives there.
Why a route-to-market strategy matters
A route-to-market is more than logistics. It’s the complete plan for how your spirits brand shows up,moves through, and stays relevant in a new region. It defines:
• Where and how consumers first encounter your brand (cocktail bar, retail chain, e-commerce platform).
• The partnerships that power your visibility (distributors, importers, retailers, on-trade champions).
• The economics of your growth (pricing structure, margins, reinvestment in activation).
In short: it’s not simply about placing your bottle in a new geography. It’s about creating the right conditions for your brand story to resonate and stick.
The essentials of a winning strategy
Based on decades of building global spirits brands, we’ve found five pillars that consistently define a strong route-to-market strategy for spirits brands entering new regions:
1. Start with the market, not the map
Expansion should never be based on size alone. The right market is where consumer culture, category trends, and channel dynamics align with your brand’s DNA.
2. Balance channels and profitability
Availability without profitability is a trap. A good strategy defines the right channel mix (on- trade, off-trade, and digital) while ensuring margins are sustainable.
3. Choose the right local partner
Your distributor is your co-pilot, not just your logistics provider. The best partners don’t just move boxes; they build brands. Alignment in ambition and execution power matters more than scale.
4. Adapt your story for local resonance
Premium positioning in one country may not translate in another. Strong strategies tailor storytelling and formats without diluting the brand identity.
5. Build feedback loops
Markets evolve. Competitors respond. Consumer preferences shift. Smart brands treat their route-to-market as a living strategy. Measured, adjusted, and strengthened over time.
Common pitfalls to avoid
Even ambitious brands can stumble in new markets. Four pitfalls we see most often:
• Chasing the biggest distributor : scale looks appealing, but without focus your brand risks getting lost in the portfolio.
• Underestimating launch investment : relying solely on distributor spend often leads to under-activation and stalled momentum.
• Overestimating speed to traction : building brand awareness and loyalty takes time; early patience pays off.
• Ignoring local feedback loops : without consistent market insights, small issues can turn into major barriers.
Avoiding these traps can mean the difference between scaling sustainably and retreating prematurely.
The Russell & Stellar Bold Brand index
To help brands assess readiness for new markets, we developed the Russell&Stellar Bold Brand Index. a framework of six factors that increase the likelihood of success:
Scale-up stage. Already making waves in one or a few markets and ready for more.
Consumer led growth category. Tapping into rising consumer demand or shifting category trends.
Compelling story. Authentic, original, and emotionally resonant. A story worth sharing.
Disruptive design. Striking bottle and visual identity that stands out on shelf and screen.
Signature taste or serve. Unforgettable liquid and/or a ritual that drives memorability and preference.
Marketing firepower Bold ideas, distinctive brand assets, and a clear plan to drive visibility and engagement.
Budget to grow. The resources and willingness to invest in marketing, trade activation, and awareness.
Brands that score strongly across these six dimensions are far better positioned for international growth. The index is not about perfection, it’s about clarity. Knowing your strengths and gaps allows for smarter, more targeted strategies.
Beyond markets: discovering stories
At Russell & Stellar, we don’t believe in simply “stamping passports” for brands. We believe in uncovering what lies beneath the surface of each market. Its hidden opportunities, cultural nuances, and untold stories. A great route-to-market strategy doesn’t just unlock distribution; it builds lasting connections and momentum. For bold spirits brands, growth isn’t just about geography, it’s about discovery. A winning route-to-market strategy doesn’t only move your bottles into new markets. It ensures your story, your serve, and your spark find the right audience and stay there.
Ready to expand?
If you’re a bold spirits brand ready to scale globally, let’s explore your options together. Contact one of our partners today for a free consultation on your route-to-market strategy for spirits brands and let’s shape your winning path to growth.
