Across the board in 2021, supply chain disruptions have redefined what it takes to get a product out on the market. Flexibility and awareness of alternative options for brand development could provide a path to navigating current constraints.

In this video, Chris Song, National Sales Manager at Green River Spirits Company, gives his take on the supply chain backup from a manufacturing standpoint. With limited resource availability and timelines which continue to stretch, Song helps reorient expectations in this new reality and emphasizes the need for brands to be flexible.

“If you have a set amount of dollars to launch a brand and a commitment to shareholders in order to deliver something to the shelf, multiply that times three,” Song advises. “The timelines that are associated with it, multiply those times three.”