A Message from Preston-Layne & Partners President, Van Potts
The Adult Beverage Industry is in a Pivotal, Transformative Time
If you are in the business of adult beverages, you know we are operating in unprecedented times. Challenging times, yes, but also pivotal and transformative.
What does this mean? It has never been more essential to prioritize:
* Trust
* Reliable information
* Well-designed strategy
* A vision that extends beyond short-term sales objectives
In today’s competitive environment, failing to account for these factors means losing ground to those who do.
Execution remains critical, but execution alone is not enough. Understanding the broader market landscape—the “lay of the land”—is equally vital, especially if long-term growth and residual sales are among your objectives.
Earlier this week, I encountered a client who was frustrated by being unable to secure a key meeting. Rather than seeking to understand the challenges and adjust strategy, the individual reacted emotionally, without asking questions or evaluating the situation. That approach leads nowhere productive and often results in broader, avoidable failures.
The lesson is clear: Success today requires a relentless focus on customers—understanding where they are, what they need, and how to support them effectively. Customers remain the only path forward in navigating the current industry landscape.
Here are three guiding principles I emphasize when working with clients and their customers:
1. Adopt a collaborative approach.
Presenting what you offer without considering the customer’s ecosystem is shortsighted. Success requires integrating into their world, aligning with their priorities and creating value together. If you don’t, your competitors will.
2. Build win–win–win outcomes.
Too often, brands focus on winning for themselves, neglecting the fact that all stakeholders must benefit. True, sustainable success comes from creating aligned outcomes where the customer, the partner, and the brand all win. Collaboration is the foundation.
3. Prioritize time compression.
Time and money are the two primary commodities in business. Money can be replaced; time cannot. Strategic investments that accelerate speed-to-market and reduce barriers to execution are invaluable. If your product or brand can achieve traction quickly, the return—in both revenue and momentum—multiplies.
With more than 40 years of experience in Consumer Packaged Goods and a deep understanding of consumer behavior, I bring far more than these three principles to the table. That is why engaging with Curato Advisory Group and Preston-Layne & Partners, Inc. can make the difference between simply surviving and truly thriving.
The distinction is clear: survival depends on execution; growth depends on understanding ecosystems and building strategies that position you to excel.
I welcome the opportunity to discuss how our team can help you navigate today’s challenges—and achieve sustainable success.
Van Potts
President
Preston-Layne & Partners Inc
+01 401.203.9463
van@preston-layne.com
