Most Brands Misunderstand the US Drinks Market Before They Enter It: A Conversation with Jeff Diego, Founder, Helmsman Imports

The first thing Jeff Diego tells every brand that comes to Helmsman Imports is the same. The US is not one market. It is 50 markets, each with its own licensing requirements, product registration rules, pricing regulations, and distributor relationships. A product that is legal and listed in Texas may need an entirely separate compliance process to sell in Pennsylvania. There are over 1,400 licensed distributors operating across those 50 jurisdictions, and no two states work the same way.

Most brands do not know this before they arrive. Most brands learn it expensively.

The Gap Between Expectation and Reality