Not easy because the drinks industry worldwide is dominated by some giants with big fists and deep pockets, the well-known brands that stand shoulder to shoulder against the newcomer on bar-shelves across the world.
Enter A Local HeroOur featured guest on Kickstart Your Business, Gary McLoughlin of Glendalough Distillery, knew that a full frontal assault was unlikely to suit this new challenger brand.
Instead, he and his partners looked nearby to St. Kevin of Glendalough for inspiration, and now produce a wide range of spirits, including poitin, in what they term Ireland's first craft distillery.
New Habits For A LifetimeGeorge and Gerard toasted Gary's courage and initiative in setting up a new distillery from scratch, and admired the newly-produced video telling the story of St. Kevin and Glendalough that sets the scene for their take on this ancient spirit.
Whilst the video is a powerful shot of storytelling, Gerard suggested that the website version might be a little too long for a first time visitor, who is more likely to be won over first by the more arresting images that are displayed to great effect elsewhere on the site.
Not Just The Drink TalkingWhat do you suggest Gary does to get more people from around the world enjoying Glendalough's high spirits from holy places? Listen back to Gary on Kickstart Your Business and let us know what you think.
We'd love to hear from you.
Kickstart Your Business is broadcast live on The Right Hook on Newstalk 106 in Ireland every Thursday at 6.20pm, and is available to listen to on Playback immediately afterwards.