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David and Goliath: How to Target and Overtake Category Leaders

Where to focus to take on – and take out – your biggest competitors in the beverage world. 

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When a beverage startup lays out its business plan and overall goals, knocking out the heavy-hitting category leaders might seem like a dream that’s well beyond reach. However, in order for a new brand to succeed and grow, knocking out one’s biggest competition must be a part of the plan. Here’s how to make that happen. 
Should Expansion Be Up or Out? 
A start-up beverage brand needs to look in all directions to get their products into new and unexpected places. However, a beverage entrepreneur’s focus must always be upward. While growing a company’s infrastructure too quickly is a mistake – keeping things lean and mean until it’s necessary to expand will help kick start that expansion – moving up in the category should always be the priority. 

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