Why This Phase Is Non-Negotiable
Most spirits brands fail long before the first bottle is produced.
Not because of taste — but because early decisions were made without structure.
Misaligned positioning, unclear pricing logic, and undefined market intent quietly compound into regulatory delays, margin erosion, and failed launches.
Foundation Strategy exists to prevent those mistakes before they become expensive.
What We Define in Foundation Strategy
Brand & Category Positioning
Define where the brand belongs, who it is for, and why it should exist in the market — before creative or compliance begins.
​
Pricing Architecture & Margin Logic
Establish case pricing logic, margin expectations, and financial guardrails that inform every downstream decision.
​
Market Entry Intent
Define where, when, and how the brand enters the market — including channel priority, launch order, and operational readiness — before any execution begins.
What Happens Without Foundation Strategy
-
Mispriced SKUs that cannot scale
-
Packaging and design revisions after compliance review
-
Delayed COLAs and permit resubmissions
-
Margin erosion discovered too late
-
Launches that look polished but fail commercially
​
These failures are common. They are also preventable.
What Comes After Foundation Strategy
Once positioning, pricing logic, and market intent are defined
and approved, the brand advances to:
Design becomes execution only after strategy is locked.