From zero cases to a full Texas sales team — see how YaVe Tequila built a go-to-market strategy and playbook any growing brand can use.
“Bringing YaVe to Texas wasn’t just about boots on the ground—it took real strategy, structure, and leadership. Lucinda and the LTO team mapped the market, secured distributor partnerships, built the right sales team, and created a scalable playbook for growth. She didn’t just help us launch Texas—she set us up to win.”
-Jeff, Chief Sales Officer, YaVe Tequila
At a Glance.
When YaVe Tequila set its sights on Texas in 2023, it was entering the #1 growth state for tequila—and one of the toughest proving grounds for any national brand. The challenge? Launching with zero cases sold, no local team, and no market presence.
That’s where LTO Consulting came in. Together, we built a go-to-market strategy, hired and trained a full Texas sales team, navigated wholesaler contracts, and secured key chain placements. The result: a scalable sales system and repeatable playbook that positioned YaVe for multi-market expansion.
LTO Consulting partnered directly with YaVe’s Chief Sales Officer to design and execute a comprehensive Texas launch plan:
1. Go-to-Market Strategy
Built market-specific forecast and budget tools
Created a launch plan tailored to Texas’ distributor landscape
Co-led contract negotiations and pricing strategy with key wholesalers
2. Sales Team Growth & Enablement
Recruited, hired, and trained the entire Texas sales team
Developed onboarding systems, SOPs, and performance playbooks
Provided field collateral, sales decks, and training content
3. Distributor & Retail Execution
Designed and executed “YaVe Hustle Weeks” to drive early momentum
Secured chain account placements with major retailers, including Total Wine as an anchor partner
Integrated trade marketing with sales to align POS, tastings, and promotions
4. Leadership & Ongoing Support
Partnered with YaVe leadership for weekly strategy sessions
Supported mid-year reviews, resource allocation, and team design
Built a repeatable playbook for future market launches (California and beyond)
The Challenge.
YaVe had momentum nationally but faced the classic barriers suppliers encounter when entering new markets:
No local sales structure in place
Need for distributor onboarding and partnership alignment
Pressure to secure retail chain placements quickly
Demand for a repeatable system that could scale across multiple states
The Strategy.
The Results.
Within the first year of launch, YaVe Tequila and LTO Consulting achieved:
A successful Texas market entry with distribution, team, and velocity in place
Key chain placements that anchored the retail strategy
A fully staffed and trained Texas sales team ready to scale
Forecasting and budget systems to guide growth with confidence
A repeatable, scalable expansion playbook for future markets
