A craft brand should create demand.
Rather than going after a market, create a new one.
Learn from early craft brands' history.
Define your commercial niche and expand it from within.
Don't go after a market of 000's cases or 000's hectolitres.
Your priority is to sell the first case or keg, then the second one.
Don't focus on bars where everyone wants to be:
- It's not the time to think market share.
- It's not the time to think like big brands.
- If a bar asks for a listing fee, it's not the right one for you.
Focus on those:
- who understand your role in their back bar.
- where it makes sense for the bartender to recommend you.
- where you are less likely to collect dust on the shelf.
- where you you are more likely to create buzz.
Don't chase a bigger slice of a pie you cannot eat.
Bake a new one. Then slice it to eat it.
Rome wasn't built in a day, but there was a well executed plan.