Off-premise tasting tour
Tequila reposado launch: a 20-store tasting tour across California
How we'd take a new reposado from shelf placement to manager-signed sell-through across 20 California liquor stores and Hispanic markets—and report every number.
01 · Challenge
The challenge
A craft tequila reposado enters California with distribution in 20 independent liquor stores and Hispanic markets across Los Angeles and the Inland Empire. The placement is the easy part: without sell-through in the first quarter, the distributor cuts facings and the launch stalls before it starts.
The brand needs liquid on lips—roughly 90%+ of new-spirit adoption starts with an introduction or sampling (The Kat Agency)—and it needs proof it can show the distributor: not photos of a table, but signed bottle counts.
02 · Activation
The activation
We'd build a six-weekend tasting tour hitting every store during its peak traffic window, staffed by bilingual ambassadors who can sell the agave story in Spanish and English. Every shift runs the full verification protocol: GPS check-in inside the store's geofence, ID-checked sampling, education at the shelf, and a manager-signed bottle count before breakdown.
Service
Liquor store tastings (off-premise)
Markets
Los Angeles & Inland Empire, California
Staffing
4 RBS-certified bilingual ambassadors
Duration
20 stores · 3-hour peak shifts · 6 weekends
03 · Results
The results
These are illustrative example targets for a program of this size—the exact metrics this recap format reports. They are not results from a past client.
bottles sold across the tour, confirmed by a manager signature at every store
samples poured with ID checks, tracked shift by shift
consumer interactions per hour, inside the 30–60/hour retail industry benchmark
categorized photos: setup, display, engagement, signage, product, sell-through
of shifts GPS-verified, with check-in and check-out inside each store's geofence
recap delivery after every weekend: units sold, samples poured, consumer feedback
“By weekend three, the recap stops being a report card and becomes the sell sheet your distributor uses to defend your facings.”
Example scenario — illustrative quote, not a client
04 · Verification
How we verified it
- GPS check-in and check-out with geofencing at all 20 stores—no shift counts until the ambassador is physically on site.
- A manager signature confirming bottles sold before every breakdown.
- 6+ categorized photos per shift: setup, display, engagement, signage, product, sell-through.
- A same-week recap with units sold, samples poured, interactions, and consumer feedback per store.
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