Why every drinks DTC brand should be calculating bottle-weight contribution
Every drinks DTC brand should be calculating bottle-weight contribution. A 750ml bottle weighs ~1.3kg packed. Three bottles tips you into the next carrier bracket. AOV jumps from £42 to £58, but shipping cost rises by 60p. Most brands stop there. The smart ones look at gross-margin-per-order — and they realise the customer who buys six bottles is twice as profitable as three buyers of one bottle each. Marketing for AOV. Pricing for bracket. Fulfilment for actual contribution. We have brands doing this and brands that haven't started. The gap between them grows every quarter.