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Taking on Big Alcohol brands like Constellation, Diageo and Pernod Ricard can be formidable for any small-batch liquor brand. And the three-tier system, by which the maker of an internationally produced spirit has to work with an importer (1) which then has to go to a distributor (2) before the product gets to the retailer (3) and finally the customer, works against most alcohol startups.
But for Maurice Tebele, co-founder of Jaja Tequila, “differentiation is key.”
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