The journey of nearly every beverage entrepreneur begins with a dream – living the “lifestyle” on a vineyard, changing the world with an exciting and different brew, perhaps, or even carrying on a generations-old family business. No matter where this dream starts, the reality is that if you have a brand-new product, the end goal will be to put it on store shelves everywhere.

In a bustling market that’s crowded with competitors, actually accomplishing this is another matter. From which stores to focus on first to how to find the perfect broker, these tips will guide entrepreneurs as they move through the process of establishing their brand.

Start Small and Stay Local

First things first: start nearby. Find three stores in your backyard and pitch your product there. Stores and customers simply love local products, making this the perfect opportunity for you to prove your mettle. Once you’re in, work hard to prove yourself there before moving to anything larger.

Why is this important? First of all, it gives your product credibility. Stores want to know that your product is proven and that it’s working elsewhere. Large chains are hesitant to take a gamble on an unknown quantity.