Exporting Cava to the USA
A Spanish cava producer was considering expanding its market. They wanted an opinion as to whether it was a good idea or not. And if it was, where would they go and how would they do it?
The first step was to formalise their intentions. How much were they able to produce? What were their costs? Etc.
The next step was to build their costs structure and compare it to the market. Did it make sense? Also, there were serious regulatory issues that needed to be analysed.
Finding the right geographic location and retail channel for the launch meant understanding the consumer and the positioning of cava within the US. A robust go-to-market plan was created.
Ultimately I advised against entering the US market due to sparkling wine drinking habits and regulatory issues.