The Client, an independent craft brewery based in Italy, faced a formidable challenge: entering the competitive US market with their Italian craft lager. Despite proactive outreach, their attempts to engage distributors yielded no responses, raising concerns about the product’s viability and market fit. The Client needed to understand not only why their offering would be desired by US distributors and retailers, but also how it could meet stringent revenue and profit requirements in a market where Italian-styled Pilsner held a small and stagnant share.
During the introductory process, First Key identified the Client’s challenge as an opportunity to reimagine the supply chain. Rather than relying on conventional distribution channels, First Key explored alternative pathways—specialty co-packers, craft breweries with excess capacity, and import distributors. We delivered two critical commercial assets: a differentiated marketing strategy for the Client’s unique Italian Pilsner and a comprehensive financial pro-forma, detailing the supply chain economics and demonstrating financial viability at every stage.
As a result, the Client emerged with an unusually robust go-to-market strategy, equipped to pitch their offering and negotiate supply chain solutions with confidence. The innovative approach positioned the Client to capture attention in a challenging segment, transforming a stagnant market share into a quantifiable opportunity. The Client is now prepared to leverage detailed financial benchmarks and strategic insights to drive growth, demonstrating the impact of partnership in unlocking new business potential.
