Distributor Market Performance Worksheet for Breweries

✅ Sample Version (no sign-up required)

  • Track sales quantities by quarter and year

  • Calculate Revenue per bbl

  • Shows Q/Q and Y/Y sales quantity chances (amount and %)

  • Tracks Q/Q and Y/Y revenue changes (dollars and %)

  • Calculates Market penetration percentage

  • Fields for sales calls, tastings, promotions, and other marketing efforts

  • Easy-to-read layout for spotting trends

brewery distribution market performance simple

🔒 Get the Full Version (free with newsletter sign-up)

Everything in the Sample Version, plus:

  • Charted Sales quantity vs Sales calls

  • Charted Sales quantity vs marketing efforts

  • Enhanced (conditional) formatting for market penetration, sales growth, and period over period changes.

  • Designed for quarterly team reviews and wholesaler meetings

  • Fully editable and ready to plug into your brewery’s workflow

brewery distribution market performance full

The full version will arrive via link at the email you entered above. You’ll also get an occasional newsletter with tools and blog posts. Unsubscribe anytime.

What does this worksheet track for your brewery?

  • Quarterly sales quantities, revenue, and revenue per BBL amounts

  • Quarter-over-quarter (Q/Q) and year-over-year (Y/Y) sales and revenue changes

  • Market size, active accounts, and penetration percentage

  • Marketing efforts like sales calls, events, and promotions

Why should your brewery use it?

  • Quickly see how your sales are trending

  • See how your market penetration changes over time

  • Compare marketing efforts with quarterly sales performance

  • Set data-driven revenue and growth goals with your wholesaler

Who is this Distributor Market Performance Worksheet for?

  • Brewery owners and marketing/sales managers

  • Anyone else looking to track and improve their brewery’s performance

When should you update/revisit it?

  • At the end of each quarter to track Q/Q and Y/Y changes

  • Prior to a quarterly review meeting with representatives from your distributor

Where do you input your brewery’s information?

  • Blue text = inputs (E.g., sales, revenue, marketing efforts)

  • Black text = formulas (% changes and trends)

How do you use the Distributor Market Performance Worksheet?

The SAMPLE version has limited content compared to the FULL version. So, all of the following steps might not apply.

1. Review sales & revenue trends

What to fill out:

  • Sales quantity (in BBL): Number of barrels sold per quarter

  • Revenue dollars: Total sales revenue per quarter

Where to get this info:

  • Pull from your brewery’s (or distributor’s) sales reports, POS system, or accounting software (e.g., QuickBooks, Xero)

2. Analyze market penetration

What to fill out:

  • Total market size (accounts): Estimated number of potential customers (bars, restaurants, retailers, etc.)

  • Active accounts: Number of customers who purchased from your brewery in a given quarter

Where to get this info:

  • Use your CRM, distributor reports, or a simple list of accounts you sell to

  • Estimate total market size based on industry research, trade associations, or from your distributor

3. Evaluate marketing impact

What to fill out:

  • Sales calls made: The number of sales outreach attempts (E.g., phone calls, visits, emails).

  • Number of tastings/events hosted: Any public or private beer tastings or promotions hosted by your brewery or your distributor

  • Promotions run: For example - discounts, limited-time offers, special packaging.

  • Other marketing efforts: Things such as social media campaigns, collaborations, or sponsorships. Anything else that was done in an effort to boost retail sales

Where to get this info:

  • From your CRM software. Or, sales calls logged in a spreadsheet

  • Events tracked in your calendar or event management software

  • Marketing campaign info from your social media platforms or ad spend reports