Seven analytical modules, each built on real venue menu data. Here's what they extract, what they reveal, and what changes operationally.
On-trade pricing is a black hole. Brands know what they charge distributors - they don't know what venues charge consumers. Without menu-level price data, pricing strategy is guesswork.
Set trade pricing strategy on facts, not estimates. Identify venues underpricing or overpricing your brand. See how competitors price on the same menu.
You know your brand is in 194 venues. You don't know that your competitor is in 247, priced 15% lower. And when three brands from the same parent company appear on one menu - that's a bundling signal most tools can't detect.
See exactly which venues to approach, what they list, at what price. Know which venues are winnable vs deal-locked before your rep visits.
| Metric | Your brand | Competitor | Gap |
|---|---|---|---|
| Venues | 194 | 247 | -53 |
| Avg price | EUR 11.50 | EUR 9.50 | +21% |
| Amsterdam | 67 | 89 | -22 |
| Rotterdam | 28 | 41 | -13 |
| Overlap venues | 112 venues carry both | ||
| Deal-locked venues | - | ~60 | Avoid |
| Open venues | - | 87 | Priority |
Menus say "Espresso Martini", not which coffee liqueur. Spirit brands inside cocktails are invisible - unless you decode each ingredient slot.
Target venues where your spirit category is poured but your brand isn't specified. Convert "unknown" slots into activation targets.
| Ingredient | Role | Status |
|---|---|---|
| Vodka | Base spirit | 93% unspecified |
| Coffee liqueur | Liqueur | 95% unspecified |
| Espresso | Mixer | On menu |
| Simple syrup | Sweetener | Implied |
There are venues that serve your category but not your brand - that's a gap. And venues that carry your gin but not your tequila - that's a cross-sell opportunity. Both are invisible without menu-level data.
Two types of growth targets from one dataset. Gaps for new business, cross-sell for existing accounts. Both come with venue names, addresses, and competitive context.
New ASM starts Monday. Territory has 1,200 venues. Without prioritization and profiling, the first month is wasted on random visits to wrong venue types.
Territory plan on day one. Field team starts with highest-impact targets matched to their brand's positioning - cocktail bars for premium spirits, not cafeterias.
You launched a new brand. Distribution is moving cases. But are they actually making it to menus? And three months later, when a venue silently replaces you - who notices?
Track launch progress in real time. React to menu changes when they happen, not months later. Protect existing placements and measure activation success.
Request a sample report for your brand or category. We'll show you exactly what the data looks like.