While one may assume that all the big brands gained their footing in the biggest and flashiest markets, this is actually not always the case. More often than you might think, nationally recognized brands start off by finding their footing in smaller markets.

In this talk, Robin Robinson, founder and principal of Robinson LLC., offered up his experience consulting for small whiskey brands. He goes into how brand’s should consider the landscape of the market they’re entering before biting off more than they can chew. For him, investing marketing and resources in secondary markets where there’s less competition is part of the small brand experience.

“Understanding exactly where is the marketplace that I’m going to put this brand becomes one of the foremost thing in our planning session as we prepare to take a brand out into the marketplace,” explains Robinson.