Few concepts in the beverage industry are as universally accepted as the importance of a flagship. Whether it’s a craft brewery, RTD cocktail, hemp beverage, functional drink, or NA brand, most founders aspire to create the product customers ask for by name, not style or type.
A number of the benefits are well understood. Flagships generate repeat purchases, create consumer awareness, and provide the sales foundation that allows the rest of a portfolio to expand. They become the product retailers expect to reorder consistently and the one distributors know they’ll continue selling long after the excitement around the latest limited release fades.
What receives far less attention is how a flagship improves the way the rest of the business operates.
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