Win in your market first

Don't go elsewhere if you have not won somewhere.

Focus on winning in your home market, first.

Export is seen as the silver bullet for growth but is it?

Imagine you are a distributor in Germany and someone tells you about a great Italian Gin.

You call your Italian industry contacts and they have never heard that brand.

Are you going to stock it?

Wouldn't it be totally different if those same contacts told you it's smashing it in Italy?

Niche is good.

Unknown is not.

Unclear at home, unclear in export.