Bridging The Gap
That Slows Beverage Brands Down
ASCND SERVICES
Strategy is where the work begins. Before a single case moves, ASCND helps brands define where they play, how they win, and what it will take to get there. This is the blueprint that every other service executes against.
Support is where ASCND is most active. This is the ongoing partnership that keeps execution clean, relationships healthy, teams performing, and plans on track. The majority of ASCND engagements live here embedded, consistent, and accountable.
Success is where strategy and support pay off. This is the visibility layer turning data into decisions, market performance into selling stories, and business results into the intelligence that drives smarter planning at every level.
WHY ASCND?
Most beverage brands have a strategy. Few have the connective tissue to execute it.
ASCND owns that gap.
Aligning the brand, the distributor, and sales around a single plan and holding everyone accountable to it.
ASCND gives growing brands access to executive level commercial
expertise without the cost of a fulltime hire.
Strategy Services
Strategy is where the work begins. Before a single case moves, ASCND helps brands define where they play, how they win, and what it will take to get there. This is the blueprint that every other service executes against.
Commercial Strategy
The blueprint that defines where a brand plays, how it wins, and what it takes to get there. Before a single case moves, ASCND helps brands define the optimal path to market.
Go-to-Market Strategy
01
Define the optimal path to market channel prioritization, distribution model, and market sequencing aligned to brand stage and resources.
Brand Positioning
02
Define the brand's selling story, competitive differentiation, and channel specific messaging for distributor, retail, and consumer audiences.
03
Market & Distribution Expansion
Identify priority markets, find and develop the right distribution partners, and build the launch plan that creates traction from day one.
04
Pricing & Margin Architecture
Align distributor and retail pricing to protect margin, fit channel pricing buckets, and position the brand correctly at every level of the trade. Grounded in unit economics to ensure pricing strategy supports longterm brand profitability.
05
Forecasting & Plan Alignment
Align the demand plan to distributor and market realities ensuring product flows where it needs to, when it needs to, with minimal out-of-stocks and zero inventory surprises.
Support Services
Support is where ASCND is most active. This is the ongoing partnership that keeps execution clean, relationships healthy, teams performing, and plans on track. The majority of ASCND engagements live here embedded, consistent, and accountable.
Distributor Connect
One voice turning brand strategy into scalable distributor execution.
Partnership Alignment
Joint business plan alignment, distributor SOP integration, structured monthly and quarterly review cadence, KPI dashboard tied directly to the business plan, realistic expectation setting for both parties, and marketing spend oversight ensuring activities move the needle vs. checking a box.
01
Market Execution & Accountability
02
360 focus playbook co developed with the distributor, commitment tracker closing the gap between sale and delivery, aligned incentive design that speaks to distributor sales teams and drives future results, up to date sales toolkits for a consistent brand voice at every level, and focus market definition and prioritization.
03
Chain Activation & Execution
Single source of truth for all schematics, authorizations, and program details, transparent status updates on chain execution, program activation tracking against deadlines, distributor accountability for chain compliance, and clear communication flow between brand, distributor, and chain account teams.
Inventory & Release Management
04
Presale forecasting for clean predictable launches, purchase order flow management and timing, seasonal transition planning to avoid inventory drag and backlog, inbound accuracy and OTIF oversight, and SKU rationalization based on velocity, margin, and distributor portfolio fit.
Sales Development
Building the sales function and field execution system that turns brand strategy into market results.
Sales Team Structure & Development
01
Structure, hire, onboard, and develop a field sales and marketing team built for beverage execution and brand growth.
02
S.A.N.E. Sales Process
Install a repeatable, proven sales methodology that drives consistent account wins across every channel and customer type. Giving every rep a clear process from first contact to closed account.
03
360 Focus Planning
Define territory priorities, volume goals, and account targets every 90 days to keep the team focused and execution measurable. Combines the 360 Market Approach concentrated territory execution that builds brand dominance in focused markets with quarterly planning aligned to the commercial plan.
04
Field Book & Sales Cadence
Establish the weekly, monthly, quarterly, and annual rhythm that holds the sales team and distributor partners accountable to plan. Includes the Commitment Tracker, Distributor Workbook, and structured business review cadence.
Traction & Alignment
The operating cadence that keeps brand vision, commercial plan, and team execution aligned.
01
Cross-Functional Alignment
Unite sales, marketing, product, and operations behind a single commercial plan with clear ownership and measurable accountability at every level of the business.
Annual Business Plan Development
02
Build the current year plan anchored to the long term brand vision including volume targets, channel priorities, spend allocation, and execution calendar aligned across all functions.
Leadership Cadence & Performance Management
03
Structured checkpoints that keep the annual business plan on track, reviewing the most important metrics (KPIs) to be able to course correct before it matters.
ERP & Platform Management
04
Implement and support the core business systems that manage order flow, inventory, reporting, and distributor communication providing the operational backbone that makes the planning cadence possible.
Success Services
Success is where strategy and support pay off. This is the visibility layer turning data into decisions, market performance into selling stories, and business results into the intelligence that drives smarter planning at every level.
Insights to Action
Transforming market and internal data into clear selling stories and smarter decisions.
Market Data Analysis
01
Analyze syndicated data from IRI, Circana, Nielsen, and SPINS to identify trends, opportunities, and competitive positioning in plain language your team can act on.
Internal Performance Review
02
Review distributor depletion, chain scan, and brand sales data to give leadership a clear, honest picture of where the business actually stands.
Selling Story Development
03
Turn data into a compelling narrative that wins distributor meetings, retail pitches, and chain buyer presentations making the numbers work for the brand.
Reporting & Dashboard Infrastructure
04
Build automated reporting and visibility tools that surface the right data to the right people at the right time supporting the planning cadence across all functions.