Page 167 - Drinks Industry - 14 Jan 2016

ROADMAP

STAGE 3

a) Re-investment

(ii) Capacity, Eiciency & Brand Building

Another critical area to focus continuous re-investment on is the capacity and eiciency of
your brewery and distillery. Do you have the capacity to cope with the increased demand from
export markets and can your facility deliver this output eiciently? You need to consult with your
master brewer or distiller and engage engineering expertise in the industry to answer these key
questions objectively. Your scale, processes and access to serices need constant review. Even
large scale breweries continue to invest in their operations to ensure optimum eiciency. The
Origin Green initiative from Bord Bia can help support the pursuit of sustainability as you grow
your scale at this stage Origin Green.

Branding must remain current to market trends. Remember your premium positioning and on-
going brand activity supports your premium pricing and margins and those of your customers.
As you look to export, you knowledge and understanding of your target must evolve to ensure
your brand it in these markets. Continually consider the sources identiied earlier in this manual
to support you in your international expansion plans, particularly Bord Bia and EI. Essential topics
that must be invested in for your export market plans include;

(A) Knowing Your Market

(B) Branding & Product Development
Creating and protecting your proitable

Unique Selling Proposition (USP)

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