In today’s competitive market, it is important to recognize that U.S. importers and distributors are tenaciously trying to minimize risk. For international brands trying to find new partners, it can be very difficult to penetrate the market as each potential partner will scrutinize their brands to ensure that they are positioned to sell through and guarantee repeat inventory orders.

Your task as their supply partner is to provide them assurances that you understand what it means to be successful in the US market and that you have the necessary resources to implement a winning go-to market strategy.

With proper preparation and guidance, the US market can be a lucrative business venture for international brand owners. However, prepared as you might think you are, sometimes your targeted partners aren’t interested because you have made one crucial mistake.

So, What steps can you take to successfully prepare your brand for the US market?

BTN gets insight from Steve Raye, President of Bevology Inc, on the top ten most common mistakes international wine, beer and spirit brands make when trying to enter the US market.

1. Doing it By Yourself

The first step to becoming successful in the US market is to hire someone who ACTUALLY understands the US market. It is an incredibly complex business landscape and thinking that you can do it all by yourself is a big mistake.

You should look at hiring someone who not only knows and understands the US market, but also has a deep experience managing import brand introductions. While some professionals may think they understand the US market, they may not be practiced in managing all of the challenges import brands face.

In order to avoid costly mistakes that can set you back months or impede your ability to properly market your brand, consider hiring someone who can prioritize your checklist and make sure that you are doing the right things in the right order.

2. Thinking Distributors Will Build Your Brand

The simple truth is that distributors will not help you build your brand. US distributors have their hands full with their current suppliers and they expect you to do all of the ground work to get your brand off to a strong start.

A good way to ensure you can build your brand as you get going is to set realistic expectations. You don’t want to set 100,000 case goals in a foreign market where you have no history or brand recognition. It just isn’t realistic and both you and your distributor will likely be disappointed by your performance.

If you set expectations that are easily achievable, you are more like to satisfy your partners by showing them that you are reaching your target depletions. Building your brand is your responsibility. If you commit to providing the resources and staff to drive distribution and sell through your retail accounts, you will most likely surpass your goals and give your distributor and retail partners every reason to give you more accounts and up your volume.

3. Launching Too Big and Too Fast

Don’t try and “paint” the states. The US is composed of 52 different markets. You have to consider each state, plus Washington DC and Montgomerie County, as independent regulatory entities and understand the rules and regulations of each.

To try and launch a national brand is like trying to launch in 52 different countries at the same time. You may want to be in New York and California, but they are as fundamentally different as Sweden is to Germany […] Continue reading at source Beverage Trade Network Academy