Pick the "foot in the door" brand in your portfolio

Understand what portfolio you require in the target cities. Gap analysis to assess which brand propositions have a potential in each target City (no ”one size fits all”).

A lager beer has a different potential than an IPA. At the same time, with lager being 90% of the world beer market, it is usually a very crowded space, with the top 3 players having access to most of the outlets in a city. Understand what types of beer have a potential in a city and focus on that one. A bottled version is usually a more comfortable fit than a draught beer. Once the rotation is right, you may add a draught version. The same thing happens in spirits: London and the UK are the biggest gin market in the world but do they need another gin brand? Focus.