What is the difference between on-trade and off-trade marketing?

On-trade and off-trade refer to the two primary routes to market for drinks brands, and they require meaningfully different marketing approaches.

The on-trade is anywhere drinks are consumed on the premises – pubs, bars, restaurants, hotels, festivals, and events. Marketing to the on-trade means marketing to two audiences simultaneously: the trade buyer who decides whether to stock your product, and the end consumer who decides whether to order it once it is on the menu or tap list. On-trade success depends heavily on brand story, visual presentation at the point of sale – tap badges, glassware, table cards, staff training materials – and the relationships built with venue buyers and managers.

The off-trade is anywhere drinks are purchased for consumption elsewhere – supermarkets, bottle shops, off-licences, and online retail. Marketing in the off-trade is more product and packaging focused – your label, your shelf positioning, and your price point do the majority of the work because the consumer is making a largely unassisted decision. Off-trade success also depends on distribution relationships and the ability to meet the volume and consistency requirements of retail buyers.

Direct to consumer – selling through your own website or taproom – sits alongside both and is increasingly important for drinks brands that want to build margin, own the customer relationship, and develop a loyal community around the brand.

Most growing drinks businesses need a strategy that covers all three channels, with clear priorities based on their current capacity, margins, and growth ambitions. FreshPour can help develop that strategy and the brand and marketing infrastructure to support it across each channel.