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

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.

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