Cases Shipped Volume
Number of 9-liter equivalent cases shipped from producer to distributor. The standard industry unit — one case equals twelve 750ml bottles or its volume equivalent in other bottle sizes.
Source: FACT_SHIPMENTS.CASES_SHIPPEDDashboards: 01, 02, 06
Bottles Shipped Count
Total individual bottle units shipped. Useful for pack-size analysis and unit economics where 9L-case equivalents obscure variation in bottle sizes.
Source: FACT_SHIPMENTS.BOTTLES_SHIPPEDDashboards: 02
Gross Revenue Revenue
Total invoice value before excise taxes and deductions. Represents the full sell-in revenue from producer to distributor at list price before any tax or discount adjustments.
Source: FACT_SHIPMENTS.GROSS_REVENUEDashboards: 01, 02
Excise Tax Revenue
Federal and state excise taxes applied to spirits shipments. Deducted from gross revenue to arrive at net revenue. Rates vary by state and proof level — a key factor in state-level margin analysis.
Source: FACT_SHIPMENTS.EXCISE_TAXDashboards: 02, 09
Net Revenue Revenue
Gross revenue minus excise taxes. The true top-line revenue used for margin analysis and business performance reporting. This is the standard revenue metric across most dashboards.
Source: FACT_SHIPMENTS.NET_REVENUEDashboards: 01, 02, 06, 08, 09, 10, 11
Cost of Goods (COGS) Revenue
Direct production and packaging costs per shipment. Includes raw materials, distillation, aging, bottling, and labeling. Subtracted from net revenue to calculate gross profit.
Source: FACT_SHIPMENTS.COST_OF_GOODSDashboards: 02, 08
Gross Profit Revenue
Net Revenue minus Cost of Goods. Measures the fundamental profitability of each shipment before trade spend, SG&A, and other below-the-line expenses.
Source: FACT_SHIPMENTS.GROSS_PROFITFormula: NET_REVENUE − COST_OF_GOODSDashboards: 01, 02, 06, 08
Cases Returned Volume
Cases returned from distributor to producer. Tracked with return reason codes (damaged, recall, overstock, expired). High return rates may indicate quality issues or over-shipment.
Source: FACT_SHIPMENTS.CASES_RETURNEDDashboards: 02
Cases Depleted Volume
9-liter equivalent cases sold from distributor warehouse to retail accounts. The spirits industry's most-watched metric — it measures actual sell-through demand rather than forward loading. Used for quotas, bonuses, and market share calculations.
Source: FACT_DEPLETIONS.CASES_DEPLETEDDashboards: 01, 03, 06, 10, 11
Bottles Depleted Count
Individual bottle units depleted from distributor to accounts. Used for unit-level analysis and when comparing across different pack configurations.
Source: FACT_DEPLETIONS.BOTTLES_DEPLETEDDashboards: 03
Depletion Revenue Revenue
Dollar value of cases depleted at distributor sell-through price. Reflects what distributors charge retail accounts — typically higher than Tier 1 shipment prices due to distributor margin.
Source: FACT_DEPLETIONS.DEPLETION_REVENUEDashboards: 01, 03, 06, 10, 11
Depletion Returns Volume
Cases returned from retail accounts to distributor. May indicate product freshness issues, overstock at account level, or account closures.
Source: FACT_DEPLETIONS.CASES_RETURNEDDashboards: 03
Dollar Sales Revenue
Total retail dollar sales from point-of-sale scanner data (Nielsen/Circana). Represents what consumers actually pay at checkout. The definitive measure of consumer demand.
Source: FACT_CONSUMPTION.DOLLAR_SALESDashboards: 01, 04
Cases Sold Volume
9-liter equivalent cases sold to consumers at retail, measured by POS scan data. Captures actual consumer off-take including on-promotion and off-promotion volume.
Source: FACT_CONSUMPTION.CASES_SOLDDashboards: 04
Avg Retail Price Revenue
Average price consumers pay per unit at shelf. Calculated from scan data. Used for price positioning analysis, competitive benchmarking, and promo depth measurement.
Source: FACT_CONSUMPTION.AVG_RETAIL_PRICEDashboards: 04, 08
Market Share % Percentage
Brand or product's dollar share of total category sales within a market. Measured from POS data. The single most important competitive positioning metric in spirits.
Source: FACT_CONSUMPTION.MARKET_SHARE_PCTDashboards: 04, 09
Weighted Distribution Percentage
Percentage of total market volume (ACV) represented by stores carrying the product (0–100%). A store doing $10M in spirits carrying your product contributes more than a store doing $1M. Measures quality of distribution.
Source: FACT_CONSUMPTION.WEIGHTED_DISTRIBUTIONDashboards: 04
Numeric Distribution Percentage
Percentage of total stores in a market that carry the product, regardless of store size. A simple door-count measure. When numeric is high but weighted is low, distribution skews toward smaller stores.
Source: FACT_CONSUMPTION.NUMERIC_DISTRIBUTIONDashboards: 04
Velocity per Point Ratio
Cases sold per point of weighted distribution. Isolates consumer pull from distribution breadth — a product with high velocity per point is selling well wherever it's placed, regardless of how many stores carry it.
Source: FACT_CONSUMPTION.VELOCITY_PER_POINTFormula: CASES_SOLD / WEIGHTED_DISTRIBUTIONDashboards: 04
% Sold on Promotion Percentage
Percentage of total units sold while on promotional pricing. High promo dependency (>40%) may indicate brand health issues — consumers only buy on deal. Low promo % with strong velocity signals brand strength.
Source: FACT_CONSUMPTION.PCT_SOLD_ON_PROMOTIONDashboards: 04, 07
Cases on Hand Volume
Current 9L-equivalent cases physically present in distributor warehouses. Monthly snapshots. The foundation for all inventory health calculations.
Source: FACT_INVENTORY.CASES_ON_HANDDashboards: 05
Cases on Order Volume
Cases ordered from producer but not yet received. Open purchase orders in the pipeline. Combined with cases on hand, gives a forward-looking inventory position.
Source: FACT_INVENTORY.CASES_ON_ORDERDashboards: 05
Cases in Transit Volume
Cases currently being transported from producer warehouse to distributor. Shipped but not yet received. Important for understanding true supply pipeline timing.
Source: FACT_INVENTORY.CASES_IN_TRANSITDashboards: 05
Days of Supply Time
Estimated number of days current inventory will last at current depletion rates. Industry target is typically 21–35 days. Below 14 days signals stockout risk; above 45 days suggests overstocking and capital tie-up.
Source: FACT_INVENTORY.DAYS_OF_SUPPLYDashboards: 05, 11
Weeks of Supply Time
Same concept as Days of Supply expressed in weeks. Preferred by some distributors for planning cycles. Typical healthy range: 3–5 weeks.
Source: FACT_INVENTORY.WEEKS_OF_SUPPLYDashboards: 05
Out of Stock (OOS) Percentage
Boolean flag indicating zero inventory on hand. OOS rate is calculated as percentage of SKU-distributor combinations with IS_OUT_OF_STOCK = true. Every OOS day is lost revenue that cannot be recovered.
Source: FACT_INVENTORY.IS_OUT_OF_STOCKDashboards: 05, 11
Inventory Age (Days) Time
Number of days since cases were received into distributor warehouse. Aging inventory ties up capital and may indicate slow-moving SKUs. Critical for date-sensitive products like cream liqueurs and RTDs.
Source: FACT_INVENTORY.AGE_DAYSDashboards: 05
Target Cases Volume
Planned/budgeted case volume by brand-family, market, distributor, and channel. Set during annual planning. Used to measure quota attainment for sales reps and distributors.
Source: FACT_TARGETS.TARGET_CASESDashboards: 06, 10
Target Net Revenue Revenue
Budgeted net revenue target. Derived from target cases × expected net revenue per case. The primary financial goal against which actual performance is measured.
Source: FACT_TARGETS.TARGET_NET_REVENUEDashboards: 06
Target Gross Profit Revenue
Budgeted gross profit target. Ensures volume growth isn't achieved at the expense of margin. A critical guardrail for trade spend decisions.
Source: FACT_TARGETS.TARGET_GROSS_PROFITDashboards: 06
Target Trade Spend Revenue
Planned trade promotion spend budget. Allocated by brand, market, and channel. Typically 15–25% of net revenue in spirits. Overspend erodes margins; underspend may cost market share.
Source: FACT_TARGETS.TARGET_TRADE_SPENDDashboards: 06, 07
Target Share % Percentage
Planned market share objective by market. Used to set distribution and velocity goals that ladder up to the share target.
Source: FACT_TARGETS.TARGET_SHARE_PCTDashboards: 06
Planned Spend Revenue
Budgeted trade promotion dollars allocated to a specific program, product, account, and time period. Set during promotion planning. Compared against actual to measure budget discipline.
Source: FACT_TRADE_SPEND.PLANNED_SPENDDashboards: 07
Actual Spend Revenue
Trade dollars actually spent against a program. May differ from planned due to program performance, distributor execution, or mid-year budget adjustments.
Source: FACT_TRADE_SPEND.ACTUAL_SPENDDashboards: 07
Accrued Spend Revenue
Trade dollars reserved/accrued but not yet paid out. Represents future obligations. Important for P&L forecasting and cash flow management.
Source: FACT_TRADE_SPEND.ACCRUED_SPENDDashboards: 07
Incremental Cases Volume
Additional cases sold above the baseline that are directly attributable to the trade promotion. Calculated as actual volume during promo period minus expected baseline volume. The core measure of promotion effectiveness.
Source: FACT_TRADE_SPEND.INCREMENTAL_CASESDashboards: 07
ROI Ratio Ratio
Incremental revenue generated per trade dollar spent. An ROI of 2.0× means each $1 of trade spend generated $2 in incremental revenue. Industry benchmark is 1.5–3.0×. Below 1.0× means the promotion lost money.
Source: FACT_TRADE_SPEND.ROI_RATIODashboards: 07
Compliance % Percentage
Percentage of promotional commitments actually executed by the retailer/distributor. Measures execution quality — did the display go up? Was the price reduced as agreed? Low compliance means trade dollars were spent but the promotion wasn't fully activated.
Source: FACT_TRADE_SPEND.COMPLIANCE_PCTDashboards: 07
Cases Committed Volume
Volume commitments attached to trade programs — the number of cases distributors or accounts agreed to purchase as part of the promotion deal.
Source: FACT_TRADE_SPEND.CASES_COMMITTEDDashboards: 07
Cases Achieved Volume
Actual cases sold during the promotion period. Compared against committed cases to measure program attainment and inform future program design.
Source: FACT_TRADE_SPEND.CASES_ACHIEVEDDashboards: 07
YoY Growth % Percentage
Year-over-year percentage change comparing FY2025 to FY2024. Calculated as ((FY25 − FY24) / FY24) × 100. Applied to revenue, cases, and profit metrics across all dashboards. Positive values shown in green, negative in red.
Formula: ((Current − Prior) / Prior) × 100Dashboards: All
Attainment % Percentage
Actual performance divided by target, expressed as a percentage. An attainment of 95% means the rep or distributor achieved 95% of their quota. Used for incentive compensation and performance management.
Formula: (Actual / Target) × 100Dashboards: 06, 10
Gross Margin % Percentage
Gross Profit as a percentage of Net Revenue. Measures how much of each revenue dollar is retained after direct costs. Higher-tier spirits (super-premium) typically have margins of 55–70%; value brands may be 30–40%.
Formula: (Gross Profit / Net Revenue) × 100Dashboards: 02, 08
Revenue per Case Ratio
Average net revenue generated per 9L-equivalent case. A key price/mix indicator — rising revenue per case with flat volume suggests successful premiumization or favorable mix shift.
Formula: Net Revenue / CasesDashboards: 02, 03, 08
Return Rate % Percentage
Cases returned as a percentage of cases shipped. Industry norm is under 2%. Spikes may indicate quality issues, recall events, or distributor overstocking during quarter-end loading.
Formula: (Cases Returned / Cases Shipped) × 100Dashboards: 02
Trade Spend as % of Revenue Percentage
Total trade promotion spend divided by net revenue. Industry average for spirits is 15–25%. Brands spending above 30% may be over-relying on promotions; below 10% may be under-investing in market activation.
Formula: (Total Trade Spend / Net Revenue) × 100Dashboards: 07
Ship-to-Depletion Ratio Ratio
Shipment cases divided by depletion cases for the same period. A ratio above 1.0 means the pipeline is building (more shipped than sold through); below 1.0 means inventory is drawing down. Healthy range: 0.95–1.10.
Formula: Cases Shipped / Cases DepletedDashboards: 01, 05
Inventory Turns Ratio
Annual depletion volume divided by average inventory on hand. Measures how many times a distributor sells through their entire stock in a year. Higher turns = more efficient capital utilization. Typical spirits range: 8–15 turns.
Formula: Annual Depletions / Avg InventoryDashboards: 05, 11
Fiscal Calendar Time
Fiscal year runs July–June: FY2025 = July 2024 through June 2025. FISCAL_PERIOD 1 = July (start of fiscal year) through FISCAL_PERIOD 12 = June. Quarters: Q1 = Jul–Sep, Q2 = Oct–Dec, Q3 = Jan–Mar, Q4 = Apr–Jun.
Source: DIM_DATEKey fields: FISCAL_YEAR, FISCAL_QUARTER, FISCAL_PERIOD
Product Hierarchy Dimension
Products organized by: Spirit Type (Vodka, Whiskey, Tequila, Rum, Gin, etc.) → Brand Family → Brand → SKU. Each product has a Price Tier (Value, Standard, Premium, Super-Premium, Ultra-Premium) and proof level. 142 active SKUs.
Source: DIM_PRODUCT (27 columns)Dashboards: 04, 08
Market Geography Dimension
50 US state-level markets with attributes: Census Region (Northeast, South, Midwest, West), Division, Control State flag, Population, Drinking Age Population, and Per-Capita Consumption. Control states operate government-run liquor distribution.
Source: DIM_MARKET (13 columns)Dashboards: 09
Distributors Dimension
12 distributor partners classified as National (multi-state, large scale) or Regional (state/area-specific). Each has market coverage tracked via BRIDGE_DISTRIBUTOR_MARKET for many-to-many distributor-market relationships.
Source: DIM_DISTRIBUTOR (11 columns)Dashboards: 02, 03, 05, 06, 11
Channels Dimension
Two primary channel types: Off-Premise (liquor stores, grocery, big-box, convenience, e-commerce) and On-Premise (bars, restaurants, hotels, nightclubs). 13 sub-channels track granular venue types.
Source: DIM_CHANNEL (6 columns)Dashboards: 12
Accounts Dimension
5,012 retail accounts (stores, bars, restaurants) that purchase from distributors. Each linked to a market, channel, and account type. The delivery point for Tier 2 depletions.
Source: DIM_ACCOUNT (21 columns)Dashboards: 03
Sales Representatives Dimension
136 sales reps with FIRST_NAME and LAST_NAME (no single REP_NAME column). Roles include Brand Ambassador, Regional Manager, Key Account Manager, Territory Rep, and National Accounts. Each assigned to markets and distributors.
Source: DIM_SALES_REP (11 columns)Note: Use FIRST_NAME || ' ' || LAST_NAME for full name
Trade Programs Dimension
126 trade promotion programs with types including: Price Reduction, Display/Feature, Volume Incentive, New Distribution, and Combo deals. Each has planned dates, status (Active, Completed, Cancelled), and budget allocations.
Source: DIM_TRADE_PROGRAM (12 columns)Dashboards: 07