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.