Q1 is Just OND Planning: Why Craft Brands Need to Act Now

For many brands, OND can represent 30-50% of total annual sales

OND is the most lucrative selling season of the year. This comes as no surprise to anyone in our industry. The holidays, social gatherings, and gifting culture drive massive demand for boozy beverages, making it a prime time for brands to maximize sales. Yet, every year, we see brands scrambling in September and October, trying to put together last-minute marketing campaigns, LTOs, and promotions.

The reality? By then, it’s too late.

Successful brands know that Q1 is just OND planning—and if you’re not thinking about OND right now, you’re already behind.

Why OND is Critical for Craft Brands

For many brands, OND can represent 30-50% of total annual sales. Consumers are not only drinking more during this period, but they’re also gifting more, making premium spirits, specialty wines, and craft beers top choices. The brands that win during OND aren’t the ones that start planning in Q3—they’re the ones that have been executing a strategy since Q1.

How to Start Preparing Now

To capitalize on the biggest sales season of the year, brands should be setting up the following well in advance:

1. Digital Marketing & eCommerce Readiness

• eCommerce Setup: If you’re selling online, setting up an effective eCommerce strategy / platform, takes at least four weeks. Ensure your website, fulfillment, and customer experience are optimized for high traffic.

• Targeted Digital Campaigns: Use data from Q1-Q3 to identify customers who have previously purchased or shown interest in your brand. Retarget them with strategic ads, email campaigns, and promotions.

• Tailored Content & Social Strategy: Content should be aligned with holiday trends—think gift guides, cocktail recipes, and social gathering inspiration.

2. LTOs, VAPs & Promotions

• LTOs: Seasonal packaging, flavors, and holiday bundles help drive urgency and increase purchase rates.

• VAPs: Including glassware, cocktail kits, or custom packaging makes your product more appealing as a gift. ***Check out TUBES for some unique gifting options. They bottle wines and spirits in single-serve portions, to enjoy a drink by the glass.

• Retail Promotions: Work with distributors and retailers early to secure prime shelf space and promo opportunities.

3. Tastings & In-Store Marketing

• Retail Tastings: OND is when shoppers are most open to trying new products. Schedule in-store tastings well in advance to lock in spots.

• Distributor Buy-In: Ensure your distributor has visibility on your OND strategy so they can support your initiatives effectively.

4. Retail & Wholesale Strategy

• Spring Resets Are Happening Now: If you missed placement in the spring reset, you should already be working on your pitch for Q3 and Q4 resets.

• Retailer & Buyer Pitches: Retailers plan for OND months ahead, so preparing a compelling pitch now can help secure placement in key accounts.

October Will Be Here Before You Know It

If you’ve received an email from me over the last few years, you’ve probably seen the subject line: "Q1 is just OND planning."

It may feel like October is far away, but it will be here faster than you think. The most prepared brands will be the ones that dominate the holiday season, while those who wait until Q3 to act will be scrambling for whatever’s left.

Don't be left behind. Let's start preparing now.

Need help developing your OND strategy? Reach out to Rogue & Rye—we’ll help you get ahead of the competition.