Estimate value/volume full potential as well as what realistically you can win in the market. Don’t pay too much attention to big numbers and market reports about the spirits and beer category. Skip the millions of Hectolitres and 9L cases. Focus on selling the first boxes instead.

Do not set unachievable objectives. Do your homework, talk to your local contacts, align with your distributors. Targets must be stretched but achievable to avoid future headaches between brand owners and distributors.