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                                                             The Purposes of this Guide

      •  To provide helpful direction. This guide provides you with a clear set of reference points for
         your start-up journey. Each start-up drinks business needs to make their own tough choices
         in order to succeed in this highly competitive and well branded sector.
      •  To build a clear Unique Selling Proposition (USP) that delivers business longevity and the
         potential to export for highly motivated entrepreneurs who strive to be successful in the
         Irish premium drinks sector.

      •  To make you evaluate & plan your business thoroughly. Although the premium craft drinks
         sector is in strong growth currently, it is highly competitive. It requires a mix of experience,
         creativity & perseverance to help navigate your way to success and to a healthy return on
         investment (ROI) for your business.

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