Don't dream of buying a Ferrari if you live in a pedestrian area.

You don't need that bird's eye view. You need to walk the streets.

I've read tens of them before changing approach:
once you know that the top 3 big brands in your category sell x 000's of cases / HL... what do you do with that information?

Nothing. Don't worry about something that is not really a worry.

  • You are on a different price point
  • You don't have nor want to have that footprint
  • You have different resources vs them (i.e. money and people)
    In short, you play a different game.
    What to focus on?
  • sell the first pallet,
  • unwrap it and deplete it,
  • sell the first bottle,
  • sell the first case,
  • learn, adjust,
  • sell the second pallet,
  • repeat.

You don't need big data, you need small data.

Learn the market bottom up not on PDFs.

Talk to bartenders, salespeople, consumers, observe shelves and backbars.

Too much data is no data. Don't get stuck in it.