Always-on decisions that cannot wait for a monthly report.
Overview
The next production, shipment, price, and market actions for Korea in one maker-facing cockpit.
Next decisions this week
Decision queue
Depletions trend last 12 weeks · bottles/wk
AI recommendation generated from latest sample data
Prioritize Espadín production allocation for Korea and hold the Chuseok gift SKU until the duty-free reset window. Velocity in Seongsu and Hannam is compressing weeks of cover faster than the current shipment cadence.
Depletions & Velocity
Sell-through and rate of sale by SKU, account, and channel so production planning follows what is actually moving.
Weekly depletions bottles · last 10 weeks
Velocity by SKU btls / account / wk
Rate of sale by channel
Production planning signal
Current velocity converts into 18 days to reorder point. The sample recommendation is to pull the next Korea PO ahead by two weeks and avoid splitting scarce volume across slow seasonal SKUs.
Inventory & Shipment Planning
On-hand stock, in-transit supply, customs status, expected stockout date, and reorder point in the same operating view.
Shipment pipeline
Reorder forecast
At current sell-through, on-hand inventory covers 21 days. The next order should land before the Korean market crosses safety stock, or priority accounts will see allocation cuts.
SKU planning table
| SKU | On hand | Weeks cover | Reorder point | Next action |
|---|---|---|---|---|
| Espadín 70cl | 980 btls | 2.6 | 640 btls | Approve PO |
| Tobalá 70cl | 520 btls | 4.1 | 260 btls | Watch |
| Ensamble 50cl | 410 btls | 6.3 | 180 btls | Hold |
| Chuseok gift set | 270 sets | 8.4 | 120 sets | Launch reset |
Distribution Quality
Not just how many accounts carry the brand, but whether the right weighted accounts are selling, reordering, and protecting the position.
Distribution by channel weighted share of volume
Quality read
Distribution is not being inflated by low-quality listings. The strongest weighted volume is coming from premium on-trade accounts that can teach the category and generate repeat pull.
Accounts
| Account | Channel | Region | Quality signal | Status |
|---|---|---|---|---|
| Le Chamber | Cocktail bar | Cheongdam, Seoul | High velocity · trained staff | Reordering |
| Alice | Fine dining | Cheongdam, Seoul | New by-the-glass listing | New |
| Shinsegae Food Hall | Department hall | Gangnam, Seoul | Premium shelf · gift set ready | Reordering |
| Bar Cham | Cocktail bar | Jongno, Seoul | Menu mention · bartender advocacy | Reordering |
| Mort Subite | On-trade | Seongsu, Seoul | Fast sell-through | Low stock |
| Lotte Duty Free | Travel retail | Myeongdong | September reset candidate | Reordering |
| Soigné | Fine dining | Seocho, Seoul | Slow but premium context | Steady |
Price Integrity
Reference price, channel spread, unauthorized sellers, and erosion risk across Korean e-commerce and retail.
Monitored listings
| Platform | Seller | Price | vs reference | Status |
|---|---|---|---|---|
| Coupard | 3rd-party marketplace | ₩48,000 | −19% | Below reference |
| Gmarket | Unverified reseller | ₩51,500 | −13% | Gray-market |
| Kurly | Authorised | ₩59,000 | 0% | Compliant |
| SSG.com | Authorised | ₩61,000 | +3% | Compliant |
| 29CM | Authorised | ₩59,000 | 0% | Compliant |
Demand Signal · AI listening
Korean reviews, social signals, and trade feedback translated into what people love, what blocks purchase, and where positioning should adjust.
Sentiment 3,180 sources · 90 days
Sources
What they love
Purchase barriers
Representative voices
"Easily the most characterful mezcal I've had this year — that single-village smoke is unreal."
"가격이 좀 있지만 그만한 값어치를 함. 강남 바에서 처음 마셔봤어요."
"Great juice, just impossible to actually find a bottle in Korea right now."
Activation & Positioning · AI brief
Trade education, tastings, samples, Korean copy, and account follow-up measured against listings and reorders.
Activation to reorder
| Account | Action | Outcome | Next step |
|---|---|---|---|
| Alice | Staff tasting | Listed | Menu copy approval |
| Mort Subite | Bartender training | Low stock | Reorder call |
| Lotte Duty Free | Buyer sample | Pending | Gift SKU deck |
| Soigné | Pairing dinner | Reordered | Chef quote capture |
Positioning statement
Vela Brava is the single-village mezcal for Korea's new generation of agave drinkers — bartenders and collectors who already trust smoke and terroir, and now want provenance they can name.
The Korean angle
Lead with the single village and the family distiller, not the category. Frame limited availability as intention, then connect that scarcity to priority accounts where reorders prove pull.
Trade copy · on-list (KR)
벨라 브라바 — 오아하카 단일 마을에서 손으로 빚은 메즈칼. 장작 연기와 흙의 깊이가 한 잔에.
Compliance & Market Entry
Registration, labels, customs, inspection risk, and launch-critical documents tracked to the deadline.
Korea entry checklist
Next deadline
To keep the autumn launch on schedule, the distillery's facility registration and spec sheet are needed by 30 June. Resonance will remind both sides automatically.