Get support for your brewery’s financial decision-making with this simple Sales Velocity Tracker. Made specifically for small craft breweries, this calculator helps you and your staff understand which product/account combinations are your best - helping you to make better distribution decisions. 

Who is this brewery sales velocity worksheet for?

This worksheet was made for brewery owner-operators, sales managers, and anyone else who is responsible for managing distribution. People in your position are looking to optimize the sales process, understand which account/product combos are delivering the best return, and make informed reorder decisions. 

What will this brewery sales velocity worksheet help with?

The Sales Velocity Tracker provides clarity on how fast your beer is moving through wholesale and retail channels. It also spotlights which accounts are the most profitable after factoring in shipping costs. This helps you and your staff to make data-driven decisions about focusing your distribution efforts.

When should you use this brewery sales velocity worksheet?

Use this worksheet if you:

• Ship beer to wholesale or retail accounts

• Conduct routine reviews of account performance

• Negotiate with distributors for reorders or expanded shelf space

• Discover and analyze underperforming accounts for potential strategic changes

Where do you gather info for this brewery sales velocity calculator?

To get the most out of this worksheet, gather the following data:

• Shipment dates and quantities (bbl)

• Wholesale pricing amounts

• Shipping costs to each account location

• Follow-up shipment dates if reorder occurred

This data can likely be found in your inventory management system, sales records, and distributor communication logs.

Why use this brewery sales velocity worksheet?

This calculator will save time, improve clarity, and enhance your ability to make efficient decisions about distribution and sales. With up-to-date calculations of sales velocity and net revenue, you can quickly identify which accounts are moving which beers and which might need adjustments.

You’ll also be able to lock in sales velocity data when follow-up shipments are made, giving you a more accurate picture of account performance over time.

How to use this brewery sales velocity worksheet (step-by-step)

Blue text is where you put your brewery’s info, black text is formulas. 

1. Enter the Account Name, Location, Product Name, Shipment Date, bbl Shipped, Wholesale Price per bbl, and Shipping Cost per bbl for each order. Also enter any Notes that help provide context for the order.
   

2. If a follow-up shipment is made, update the Follow-Up Ship Date field to lock the sales velocity for the initial shipment. This prevents the velocity from continuously decreasing over time.
   

3. The Sales Velocity (bbl/Week) is calculated based on the time elapsed between the Shipment Date and today. If a Follow-Up Ship Date is entered, then the velocity is calculated based on the time elapsed between the Shipment Date and the Follow-Up Ship Date.
   

   Gross Revenue and Total Shipping Cost are calculated automatically for each order.
   

4. Net Revenue subtracts Total Shipping Cost from Gross Revenue.
   

5. The tracker ranks each order based on Net Revenue.
   

6. bbl Shipped, Wholesale Price per bbl, Shipping Cost per bbl, and Rank are conditionally formatted to help you quickly identify top performers and strugglers.
   

7. Use the optional Account Pivot worksheet to get totals and averages by location, product name, or specific accounts. Slicers (filter buttons) to the right of the pivot table can help you drill down quickly.

The Charts worksheet summarizes the Median Sales Velocity by Account and the Average Net Revenue & Shipping Cost by Account.