Bring Back the F-Word (Flagships)

Originally published on our craft beer newsletter Alcohol Content.

Written by: Rob Day

Photo courtesy of Hobbs Brewing Co.

The flagship is back, baby!

After years of “flagship” being an F-word in the beverage business, it’s coming back into vogue. This is entirely because it is smart, foundational business to invest and grow strong, repeatable brands versus half-mile sprints on hamster wheels.

So how do we do it? Below is a brief framework to consider. It’s more nuanced than this, but you must start somewhere.

How to Pick It

Let’s start with the obvious. What are you known for? What is currently dominating sales?

That might be all you need to consider.

But if you want to take it one step further, try investigating what product most aligns with your company mission and maybe even consider where the industry is heading in the coming years and how you want to fit into it.

How to Brand It

As a flagship product, it will inevitably become synonymous with your parent brand.

Ensure that your flagship reflects your brand essence, lives up to your values, and helps you achieve your mission.

Communicate that boldly through all marketing channels – not just packaging.

How to Invest in It

There are lots of budgeting and bandwidth strategies to consider, and the answer here must fit your business.

What I would suggest is that you consider the goal proportion of sales of your flagship and increase that effort by another 10%.

If your flagship product is expected to be 70% of sales in the coming year, it should get 80% of your bandwidth and budget.

If you’ve done the brand positioning right, investing in your flagship reinforces your parent brand and trickles down to the rest of your portfolio.

Sales Strategy

Lead with clarity and consistency. Make sure everyone in the company knows the value proposition of your flagship and marches to the same beat.

We can’t control where the product goes all the time, but we can choose where to put our effort.

Target accounts that are proud to serve the product and give you the chance to educate on the brand and present it in a positive light. Earn the best placements in your accounts and support foundational growth versus spreading too thin.