The sales of Twisted Tea are insane. Double digit growth. Conquering the tea market. Naturally slowing with the influx of competition, but still the dominating brand.
Boston Beer has 600+ sales reps. Maybe not every single one is selling twisted tea.
But here’s one difference between selling, say, their Truly seltzer brand and Twisted Tea: the sales reps actually want to sell Twisted Tea.
It’s an exciting brand. Nostalgic, even. I’d go so far as to bet the majority of sales reps have fond memories of their parents making iced tea for them in the summer. It doesn’t take much for them to get behind the brand.
But, Truly cherry seltzer… there’s no connection a sales rep has to that, except maybe they smashed a dozen when it was first released in 2016. Not even 10 years of build up and connection – and most of the sales reps have churned since it’s launch.
There’s a lot that goes into building a profitable brand, but Twisted Tea so obviously points out what happens when you give something to sales reps that they actually want to sell.
Stay Positive & Find The People Or Change The Product
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