The technical name brands usedfor the amount of sales in a specific environment.

Example of Use: ‘The depletions of the brand in a specific market or channel are going up this month versus last year.’

Indie Bartender Understanding: When measuring the performance of our outlets and venues, a brand may ask to see our depletions. This info could be part of a commercial agreement that we have with them. Our depletions of the brand ae therefore the base on which the brand will decide if we are performing well or not.

The act of ensuring that the brand becomes available to be bought by its customers and consumers in the places and conditions that the brand strategy requires.

Example of Use: ‘The brand’s distribution strategy focuses on hospitality venues this year.’

Indie Bartender Understanding: To get distribution a brand needs a distributor and it’s the distributor who ensures that the commercial strategy of the brand gets it to our venues through the cash & carries or through the wholesalers we work with.

The market where consumers buy with all the VAT and other taxes are included in the price paid. Domestic refers to ‘at home’, therefore the home market for the consumer.

Example of Use: ‘Domestic market prices include all taxes.’

Indie Bartender Understanding: All of our venues, unless they are on cruise ships or international ferries, are in Domestic markets and the products we sell are fully taxed by the government authorities of the countries where we work.

Duty refers to tax and this is the market where consumers buy with certain taxes discounted from the price paid. The duty-free market usually proposes bottle formats of 1L at a saving of 30% vs the domestic market price which makes the litre bottle at a rough parity to the regular sized bottle in the domestic market. Duty free sales are not possible when travelling between countries of the single market of the European Union.

Example of Use: ‘When crossing a border (except within the European Union’s single market or other similar international organisations) purchasing duty-free products within limits is authorized. This mainly applies to perfumes, tobacco and wines and spirits.’

Indie Bartender Understanding: When we travel, we like to visit the stores in the airport or on the international ferry. These often propose products at cheaper prices because of the VAT and tax savings that they are allowed to apply.