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ROADMAP

STAGE 1

e) Route to Market

This is one of the most critical decisions you will make in
your venture. RTM is all about getting your brand and prod-
ucts to the right place at the right time and in the right way.
It is vital that the relationship you build with your distributor
is built on a strong foundation. It’s imperative that you work
through the following agenda in taking your brand in market.

(i) Identify the key criteria to help choose
the right distributor partners

(ii) Understanding the inancial relationship
with your distribution partner

(ii) Identify advertising and promotions
budget elements

You should also note that 95% of Irish spirits and whiskey are
exported and the US is the largest branded spirits market in
the world. RTM in the US is more complex than most markets
with a 3 tier system (Please see Appendix II for detail). In
drinks, you need to get US Food & Drug Administration (FDA)
approval for your product prior to selling and distributing in
the US and please keep in mind that a mature Irish whiskey
for the US is laid down for at least 3 years prior to export.

(Click here for John Beaudette’s Report)

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