How today runs
All times IST. The day runs 10:30 to 17:30.
Read aloud: "We are not here to confirm an answer we brought in. We are here to find a new reason for people to choose Pistola, and to test honestly what supports and challenges each idea."
10:30 to 10:50. Open the room. Read the problem statement aloud. Rules: we leave with decisions, every idea gets tested, everyone's voice counts. (Problem)
10:50 to 11:25. Existing evidence and its limits. Review three decision-led views and record evidence gaps. (Where we stand)
11:25 to 12:15. Adult noncustomers, occasions and alternatives. Map adults who do not choose agave today, the occasions and jobs where they drink, what they choose instead and why. (Drinkers, Market primer)
12:15 to 12:30. Break. Fifteen minutes.
12:30 to 13:15. Demand territories. Work through the seeded territories, add the team's own, and capture evidence for and against each. (Demand territories)
13:15 to 14:00. Lunch on the bar floor. Watch what people order.
If the bar floor is closed or quiet: spend 15 minutes with a PCO bartender asking what agave drinkers order, how staff recommend agave, and who asks for whisky instead.
14:00 to 14:45. Eliminate, reduce, raise, create. Run the exercise against the chosen buyer alternative, then the optional whisky comparison. (ERRC, Supporting hypotheses)
14:45 to 15:20. Choose the primary opportunity and challenger. Compare the territories, choose one primary and one challenger with reasons, and agree the external tests. (Choose)
15:20 to 15:35. Break. Fifteen minutes.
15:35 to 16:15. Portfolio, routes and delivery capabilities. Decide who leads, where it lives and who carries it, in service of the chosen opportunity. (Decisions)
16:15 to 16:45. Bounded pricing decision. For each bottle choose Hold, Raise, Lower, Test first or Pending evidence, with reasons. (Price ladder)
16:45 to 17:30. 90-day plan and Blueprint. Give each action an owner, date and success measure, then read the Blueprint aloud. (90 days, Blueprint)
Kit check
The Data Duck × Pistola Agavepura · 26 October 2026
What new reason to choose Pistola can we create, for whom, on what occasion?
Where Pistola stands
Why this matters: Every decision today rests on knowing what the evidence says, and what it cannot say.
How to run it: Walk through the three views in turn and read each takeaway, caveat and question aloud. Record uncertainties in Questions the data raises, inside the appendix. The raw tables stay in the appendix for audit and are not read aloud.
Time: 10:50 to 11:25.
Done when: The room has reviewed all three views and recorded the gaps it needs to test.
These data describe the supplied commercial footprint, not unmet needs. The white-space hypotheses need customer and noncustomer evidence, and the final choice combines desirability, feasibility and viability.
Sales dataset
Two separate supplied periods, selected one at a time. They are never compared as a trend, because what each covers is unconfirmed.
Product mix: five core expressions
Source: client supplied, 26 Oct 2026. Periods and case definition are unclear.
Joven: 1612.11 cases · 26.92%
Rosa: 0 cases · 0%
Reposado: 3766.9 cases · 62.9%
Anejo: 571.05 cases · 9.54%
Extra Anejo: 38.55 cases · 0.64%
Cabron, separate: 2192 cases. Excluded until its role and buyers are confirmed.
Scale: 0 to 100%. Shares of five core expressions: 5988.6 cases, excluding Cabron.
Takeaway: Supplied volume is concentrated in Reposado, roughly 63% of the five core expressions in each supplied period.
Caveat: Volume is neither profit nor evidence of future white space.
Question for the room: What does current demand give us permission to build on, and where are volume and ambition different?
Volume by state and expression
Source: client supplied, 26 Oct 2026. Same selected dataset as above.
One common scale from 0 to 1305 cases across all cells. Darker means more cases. Blank supplied cells read Not supplied, never zero. Export is identified separately and the Total row is excluded.
Joven
Rosa
Reposado
Anejo
Extra Anejo
Cabron
Goa
Uttar Pradesh
Maharashtra
Delhi
Telangana
Karnataka
West Bengal
Rajasthan
Haryana
Punjab
Chandigarh
Madhya Pradesh
Export (separate)
Takeaway: Volume is concentrated in a few states: Goa, Maharashtra, Haryana and Delhi carry most cases, and many state and expression cells are small or not supplied.
Caveat: Availability and period ambiguity can explain this pattern, not only preference.
Question for the room: Where should we run the first external test, and what could reflect availability rather than preference?
On-trade distribution by state
Source: client supplied, 26 Oct 2026. Outlet definition and denominator not supplied.
Delhi: 162 outlets
Goa: 76 outlets
Karnataka (KNT): 180 outlets
Maharashtra (MH): 621 outlets
Rajasthan (RJ): 59 outlets
West Bengal (WB): 34 outlets
Scale: 0 to 621 on-trade outlets. Absent states are not supplied, not zero.
Takeaway: Maharashtra has by far the widest on-trade access at 621 outlets; Karnataka, Delhi and Goa follow.
Caveat: This is on-trade outlet count only, not retail coverage, activation or sell-through. Haryana does not appear in the supplied list, which means not supplied, not zero.
Question for the room: Can the proposed territory be tested through existing access?
Awards as a proof point
Client reports over 54 awards (not independently verified), including Spirit of the Year India at the USA Spirits Ratings 2025. The full list is in the appendix.
Caveat: awards do not validate demand.
Source and reference appendix
The raw client-supplied data, kept exactly as written for audit. Not read aloud in the room.
Sales in cases: CY Actuals-YTD F26
Exact supplied values, exactly as written.
Supplied by Pistola, 26 Oct 2026. Values exactly as given.
| State | Joven | Rosa | Reposado | Anejo | Extra Anejo | Cabron | Total |
|---|---|---|---|---|---|---|---|
| Goa | 730.6666666666667 | 0 | 1171.6666666666667 | 169.33333333333334 | 18.666666666666668 | 492 | 2582.3333333333335 |
| Uttar Pradesh | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Maharashtra | 452.20000000000005 | 0 | 348.2666666666667 | 49.760000000000005 | 3.7466666666666666 | 1305 | 2158.9733333333334 |
| Delhi | 0 | 0 | 653.2 | 0 | 0 | 0 | 653.2 |
| Telangana | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Karnataka | 265 | 0 | 112 | 15 | 11 | 0 | 403 |
| West Bengal | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Rajasthan | 130.64 | 0 | 136.9 | 80.62 | 0 | 0 | 348.15999999999997 |
| Haryana | 0 | 0 | 1250 | 238.6 | 0 | 320 | 1808.6 |
| Punjab | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Chandigarh | 0 | 0 | 72 | 0 | 0 | 75 | 147 |
| Madhya Pradesh | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
| Export | 33.6 | 0 | 22.866666666666667 | 17.733333333333334 | 5.133333333333334 | 0 | 79.33333333333334 |
| Total | 1612.1066666666666 | 0 | 3766.9 | 571.0466666666667 | 38.54666666666667 | 2192 | 8180.599999999999 |
Sales in cases: CY Actuals-YTD 26
Exact supplied values, exactly as written.
Supplied by Pistola, 26 Oct 2026. Values exactly as given.
| State | Joven | Rosa | Reposado | Anejo | Extra Anejo | Cabron | Total |
|---|---|---|---|---|---|---|---|
| Goa | 250 | 88 | 382 | 89 | 10 | 245 | 1064 |
| Maharashtra | 161.2 | 0.32 | 121 | 16.5 | 0.87 | 927 | 1226.8899999999999 |
| Delhi | 502.6 | 502.6 | |||||
| Karnataka | 117 | 41.4 | 6 | 2 | 166.4 | ||
| West Bengal | 26.7 | 26.7 | |||||
| Rajasthan | 55.4 | 51.57 | 24 | 28 | 158.97 | ||
| Haryana | 375 | 95 | 340 | 810 | |||
| Punjab | 0 | ||||||
| Chandigarh | 93.5 | 47 | 140.5 | ||||
| Export | 0 | ||||||
| Total | 583.6 | 88.32 | 1593.77 | 230.5 | 12.87 | 1587 | 4096.0599999999995 |
MRP list
Supplied by Pistola, 26 Oct 2026. Values exactly as given.
| State | Product | Size | MRP |
|---|---|---|---|
| MAHARASHTRA | JOVEN | 700ml | 4595 |
| MAHARASHTRA | REPOSADO | 700ml | 5790 |
| MAHARASHTRA | ANEJO | 700ml | 7990 |
| MAHARASHTRA | EXTRA AÑEJO | 700ml | 16299 |
| MAHARASHTRA | CABRON | 750ml | 2200 |
| MAHARASHTRA | JOVEN | 180ml | 1200 |
| MAHARASHTRA | REPOSADO | 180ml | 1500 |
| MAHARASHTRA | AÑEJO | 180ml | 2100 |
| MAHARASHTRA | EXTRA AÑEJO | 180ml | 4100 |
| Goa | Joven | 700ml | 2845 |
| Goa | Reposado | 700ml | 3285 |
| Goa | Anejo | 700ml | 4499 |
| Goa | Extra Anejo | 700ml | 9999 |
| Goa | Rosa | 700ml | 3285 |
| Goa | Cabron | 750ml | 1610 |
| Goa | Joven | 180ml | 732 |
| Goa | Reposado | 180ml | 844 |
| Goa | Anejo | 180ml | 1157 |
| Goa | Extra Anejo | 180ml | 2571 |
| Goa | Rosa | 180ml | 768 |
| DELHI | Reposado | 750ml | 3490 |
| DELHI | Reposado | 180ml | 870 |
| HARAYANA | REPOSADO | 750ml | 3200 |
| HARAYANA | ANEJO | 750ml | 4200 |
| HARAYANA | CABRON | 750ml | 1500 |
| HARAYANA | ANEJO | 180ml | 950 |
Width of distribution: on-trade outlets
Supplied by Pistola, 26 Oct 2026. Values exactly as given.
| State | On Trade |
|---|---|
| Delhi | 162 |
| Goa | 76 |
| KNT | 180 |
| MH | 621 |
| RJ | 59 |
| WB | 34 |
From the 28 Sept call: Rakshay quoted Mumbai shelf from 4,275 to 16,500 or so, and a 30 ml pour at 250 to 400 in a good Goa bar and 650 or so in Mumbai.
Questions the data raises
What do "CY Actuals-YTD F26" and "CY Actuals-YTD 26" each cover? Confirm before comparing them.
Evidence source
What is Cabron, who buys it, and why is it most of Maharashtra's cases in Table B (927 of 1226.89)?
Evidence source
Reposado is the largest expression in both tables and won Spirit of the Year India 2025. Should the current lead stay?
Evidence source
Añejo and Extra Añejo are a small share of cases today. What would the whisky drinker idea need to be true to change that?
Evidence source
Haryana has 1808.6 cases in Table A, including 238.6 of Anejo, but no on-trade outlets listed. Where does it sell?
Evidence source
Delhi sells only Reposado. Why?
Evidence source
The MRP list shows Maharashtra 700ml from 4595 to 16299. Rakshay quoted 4,275 to 16,500. Which is current?
Evidence source
Delhi and Haryana list 750ml while Maharashtra and Goa list 700ml. Are these different bottles?
Evidence source
West Bengal has 34 on-trade outlets but 0 cases in Table A. Is that right?
Evidence source
Uttar Pradesh, Telangana, Punjab and Madhya Pradesh show 0. Are these new or paused states?
Evidence source
MRP is missing for Karnataka, Rajasthan, Chandigarh and West Bengal. Can the team fill these in?
Evidence source
What date are the client-supplied MRPs effective from?
Evidence source
Not supplied yet
Bars and stores that carry Pistola (names)
Awards Pistola holds
Transcribed from Pistola's awards image
- USA Spirits Ratings: Spirit of the Year India, Reposado (2025); Gold, Reposado and Añejo (2025); Silver, Joven (2025); Silver, Joven, Reposado and Añejo (2024)
- The Spirits Business Global Spirits Masters: Master, Añejo (2023); Gold, Joven (2023) and Reposado (2024); Silver, Extra Añejo (2024)
- The Spirits Business Global Asian Spirits Masters: Gold, Joven and Añejo (2024) and Extra Añejo (2025); Silver, Reposado and Extra Añejo (2024) and Añejo (2025)
- SIP Awards: Double Gold, Reposado (2024); Gold, Joven (2023) and Añejo (2024)
- Asia International Spirits Competition: Gold, Joven, Reposado and Añejo (2024)
- Berlin International Spirits Competition: Gold, Añejo (2025); Silver, Extra Añejo (2025)
- India Wines and Spirits Award: Añejo (2025); Reposado and Extra Añejo (2024)
- Spiritz Selection: Reposado and Joven (2023); Grand Gold, Reposado (2023); Joven (2023)
- Spirit of Craft Awards: Añejo (2025/26); Joven and Reposado (2024/25); Añejo (2024/25)
- San Francisco World Spirits Competition: Silver, Reposado (2023), Joven and Añejo (2024)
- IWSC: Silver, Joven, Reposado, Añejo and Extra Añejo (2024)
- London Spirits Competition: Silver, Joven, Reposado and Añejo (2024)
- Bartender Spirits Awards: Silver, Joven and Añejo (2023); Bronze, Rosa (2024) and Reposado (2023)
Who drinks Pistola today
Why this matters: Before we look for new demand, we need to see who actually drinks Pistola now.
How to run it: Each person writes three real people who drank Pistola last month, what they ordered, where and why, then sorts them into the columns.
Time: 11:25 to 12:15.
Done when: Everyone has added three cards.
Liquid lovers
Party crowd
Switchers
Market primer: what everyone needs to know
Today we look for new demand: adult drinkers who do not choose agave today, the occasions where Pistola could earn a place, and what stands in the way.
Cabron is a 750ml bottle we only learned about from the pre-work. Ask the team what it is, who buys it and what role it plays before any pricing decision.
The agave shelf in India
Don Julio: Mexican tequila, the premium sipping benchmark (owned by Diageo). From ₹9,350.
Loca Loka: Mexican tequila with Indian flavours. From ₹5,250.
Maya Pistola Agavepura: Indian agave, aged range. Listed from ₹2,695 (Rakshay quoted Mumbai from 4,275, so confirm state pricing in the room).
DesmondJi: The original Indian agave. From ₹800.
El Gooda: Flavoured Indian agave. From ₹649.
Prices from The Established, Dec 2025.
Facts about Pistola worth knowing
Made from wild Agave Americana from the Deccan Plateau, harvested at 8 to 14 years.
Matured in Goa through heat, humidity, salt air and monsoon.
Client reports over 54 awards (not independently verified), including Spirit of the Year India at the USA Spirits Ratings 2025.
Sold in the UK through The Whisky Exchange, a whisky retailer.
United Spirits (Diageo's Indian company) took a strategic stake in 2024. Diageo also owns Don Julio.
From our first call: 95% of sales in India; liquid lovers buy at any price; the next group to win buys on what feels cool; whisky drinkers are moving to agave.
The Spirits Business, Dec 2025, and our call with Rakshay on 28 Sept 2026.
Demand territories
Why this matters: New demand comes from people who do not choose Pistola today, not only from current drinkers.
How to run it: Take each territory in turn and fill every field from what the room knows, marking guesses as guesses. Use the blank card for the team's own territory. The whisky switcher card is one candidate among several, not the default.
Time: 12:30 to 13:15.
Done when: Every territory has its fields filled, a status, an evidence source and a test owner.
Remember: The four seeded territories are hypotheses written before the session, not customer findings. Nothing here is proven until the external tests run.
Agave at the dinner table
Seed hypothesis: written before the session, not a customer finding.
Evidence source
The confident host
Seed hypothesis: written before the session, not a customer finding.
Evidence source
Discovery without expertise
Seed hypothesis: written before the session, not a customer finding.
Evidence source
A distinctive gift
Seed hypothesis: written before the session, not a customer finding.
Evidence source
The team's own territory
Evidence source
Whisky switchers
One candidate among several, not the default.
Evidence source
Eliminate, reduce, raise, create
Why this matters: Blue ocean means changing buyer value and cost together, not simply premiumising.
How to run it: Choose the buyer alternative we are designing against, then fill Eliminate, Reduce, Raise and Create. Each action names its buyer utility and its cost or capability implication. Eliminate can stay blank until the room can justify it.
Time: 14:00 to 14:45.
Done when: Each action names its buyer utility, its cost or capability implication, and how it will be tested.
Eliminate
Blank for now. Add an elimination only when the room can justify it.
Reduce
Entries marked as provisional examples are starting points to edit or remove. They are not agreed decisions.
Raise
Entries marked as provisional examples are starting points to edit or remove. They are not agreed decisions.
Create
Entries marked as provisional examples are starting points to edit or remove. They are not agreed decisions.
Choose the primary opportunity
Why this matters: The day needs one primary opportunity and one challenger, chosen on reasons, not on the loudest voice or the highest vote.
How to run it: Rate each territory on evidence strength, buyer utility, differentiation, feasibility and commercial viability using Unknown, Weak, Mixed or Strong, with a reason for each. Then choose the primary and the challenger, write the reasoning, and agree what evidence would overturn the choice.
Time: 14:45 to 15:20.
Done when: A primary and a challenger are named, with reasoning, a disconfirming test and kill or revise criteria.
Remember: There is no automatic winner. Customer demand validation happens outside this room; the tasting and discussion sharpen judgement but do not prove demand.
Agave at the dinner table
Evidence strength
Buyer utility
Differentiation
Feasibility
Commercial viability
The confident host
Evidence strength
Buyer utility
Differentiation
Feasibility
Commercial viability
Discovery without expertise
Evidence strength
Buyer utility
Differentiation
Feasibility
Commercial viability
A distinctive gift
Evidence strength
Buyer utility
Differentiation
Feasibility
Commercial viability
The team's own territory
Evidence strength
Buyer utility
Differentiation
Feasibility
Commercial viability
Whisky switchers
Evidence strength
Buyer utility
Differentiation
Feasibility
Commercial viability
Supporting hypotheses: product story, routes and price
Why this matters: These eight hypotheses support the chosen opportunity. They are product stories, routes and pricing choices, not proof of unmet demand on their own.
How to run it: Run the blind whisky comparison first, then take each hypothesis in turn: read it aloud, run what the room can do today, and mark it Supported, Contradicted or Needs testing with its evidence source.
Time: 14:00 to 14:45, alongside the eliminate, reduce, raise, create block.
Done when: Every hypothesis and every belief has a status, an evidence source and a test owner.
Remember: The room's tasting and discussion are team judgement. They sharpen thinking but cannot prove that any drinker will switch or pay more. Only customer and sales evidence can do that.
Supporting hypothesis 1. The sipping agave for whisky drinkers
Role: Candidate demand story, tested as one option among several.
The gap: Whisky drinkers are moving to agave. Imported brands such as Don Julio and Patrón already pitch aged expressions for sipping, at higher prices. The open question is whether an Indian agave can own the whisky drinker.
Why we think so: Rakshay named single malt and tequila as his real competition, from a Black Label to a 1800, and says it is mostly whisky drinkers who are switching.
The bet: If Pistola Añejo is served and described the way whisky is, a whisky drinker will choose it over the whisky they usually drink at a similar price.
What the room can do today: Blind side by side pour of Pistola Añejo, Johnnie Walker Black Label, an Indian single malt and Don Julio. Then count how many of the team's real customer cards are switchers.
Tasting setup:
Four bottles: Pistola Añejo; Johnnie Walker Black Label (blended Scotch, the benchmark Rakshay named); an Indian single malt such as Amrut Fusion or Indri; Don Julio Añejo (or Reposado if that is what is available).
Bottles covered and glasses numbered 1 to 4.
15 ml per glass, water and a spit cup for each person.
One named person pours and is the only one who knows the order: [name to confirm].
Each person writes which they prefer and what they would pay, before discussion.
Ask the room: Which bottle would you pour for a whisky drinker you wanted to impress, and why is it not the one we lead with?
Evidence source
Supporting hypothesis 2. The plant's age as the selling point
Role: Reason to believe.
The gap: Whisky sells on age statements. Pistola's agave grows wild for 8 to 14 years before harvest. Whether that is a strong enough story to lead with is untested.
Why we think so: Age is the first thing a whisky drinker looks for on a label.
The bet: "Agave that grew wild for up to 14 years" means as much to a whisky drinker as years in a cask.
What the room can do today: Read three versions of the line aloud. The team ranks them and names a real customer who would repeat each one.
The three lines to rank:
A. "Agave that grew wild on the Deccan for up to 14 years before we harvested it."
B. "Every bottle starts with a plant that waited 8 to 14 years in the wild."
C. "Wild Deccan agave, 8 to 14 years in the making, then matured through the Goa monsoon."
Ask the room: What do your best customers say about the bottle when they recommend it?
Evidence source
Supporting hypothesis 3. The agave answer to Indian single malt
Role: Reason to believe.
The gap: Indian single malts taught drinkers to pay a premium for spirits matured in Indian heat. Pistola already talks about maturing in Goa. The question is whether that story is distinctive and meaningful enough to earn a similar premium.
Why we think so: Indian single malts lead the growth of Indian spirits exports, and Pistola shares their tropical maturation story.
The bet: People who already pay for Indian single malt will pay a similar premium for a Goa matured Indian agave.
What the room can do today: Put Pistola's shelf prices next to the Indian malts sold in the same stores. Ask where Añejo and Extra Añejo naturally sit.
Ask the room: Is our Goa maturation story distinctive enough that a malt drinker would repeat it?
Evidence source
Supporting hypothesis 4. The whisky shelf
Role: Route.
The gap: In the UK Pistola sells through a whisky shop. In India it sits with the white spirits.
Why we think so: Shop display already moves bottles for Pistola, and whisky buyers stand at the whisky shelf.
The bet: Aged Pistola sells faster beside the malts than beside tequila.
What the room can do today: Pick five stores from the team's list for a 60 day shelf trial, tracked against five similar stores.
Ask the room: Which five stores would give us the fairest test?
Evidence source
Supporting hypothesis 5. Gifting beyond whisky
Role: Choice.
The gap: Pistola already sells a lot as gifts, but Diwali and corporate gifting belong to whisky.
Why we think so: Rakshay says Pistola is big in gifting, and gift buyers want something that feels different.
The bet: A gift buyer will pay more for a boxed Extra Añejo than for a malt at the same price.
What the room can do today: Check what share of sales is gifting and any corporate orders. Sketch and price a gift box together.
Ask the room: What does the gift box need to make someone choose it over a Black Label?
Evidence source
Supporting hypothesis 6. Numbered, limited bottles
Role: Choice.
The gap: The labels already carry batch numbers, but nothing is sold as a collector's bottle.
Why we think so: Price signals quality in India, and scarcity is the fastest way to signal price.
The bet: A small numbered run of Extra Añejo becomes the halo bottle that makes the whole range feel more premium.
What the room can do today: Confirm how much Extra Añejo is made and whether the team would cap a batch. Agree a price the room believes in.
Ask the room: If only 500 numbered bottles existed, who would you call first?
Evidence source
Supporting hypothesis 7. Room to raise prices
Role: Choice.
The gap: Rakshay says people who love the liquid buy it whatever the price.
Why we think so: That suggests the aged bottles are priced below what their fans would pay.
The bet: Añejo and Extra Añejo can cost more without losing sales, while Joven stays affordable to bring in new drinkers.
What the room can do today: Look at sales by bottle and at what happened to sales after any past price change.
Ask the room: If the price of Añejo doubled tomorrow, who stops buying and who starts?
Evidence source
Supporting hypothesis 8. The United Spirits route
Role: Route.
The gap: Diageo's Indian company owns a stake in Pistola, and Diageo also owns Don Julio. This could open doors or set limits.
Why we think so: United Spirits sells whisky through clubs, defence canteens and corporate gifting, where Pistola is not yet strong.
The bet: Pistola can use United Spirits' whisky routes in places where Don Julio is not the focus.
What the room can do today: Ask Rakshay what the stake allows. Treat this as a question, not an assumption.
Ask the room: Are there any limits on how directly Pistola can position against Don Julio?
Evidence source
Team beliefs we are stress testing
Evidence source
Evidence source
Evidence source
Evidence source
These are team beliefs, stated so we can test them rather than assume them.
The four decisions
Why this matters: These four calls turn the chosen opportunity into a portfolio, route and delivery plan.
How to run it: Read the options, add any the room suggests, vote, then write the decision and the reason. Every decision should say how it serves the chosen primary opportunity.
Time: 15:35 to 16:15.
Done when: Every decision has a written answer, a why, the evidence it rests on and its link to the chosen opportunity.
Who leads
What it costs
Time: Completed during 16:15 to 16:45, after portfolio and routes.
Done when: A written answer and reason are recorded. "Hold current prices" or "Provisional, pending sales data" are complete answers.
Where it lives
Pick up to five, in order. The number shows the rank.
Who carries it
If the room gets stuck, ask
What stops a noncustomer from choosing Pistola today, and which of those barriers can we actually remove?
What do these people reach for instead, and what would have to be true for Pistola to displace it?
On which occasion does Pistola solve a problem better than anything else on the table?
What new utility would a buyer get that they cannot get today?
What would we eliminate or reduce to fund the value we want to create?
What evidence would overturn this opportunity, and how would we get it?
The price ladder
Why this matters: Price follows the chosen opportunity, and it is bounded by the evidence the room actually has.
How to run it: For each bottle, decide Hold, Raise, Lower, Test first or Pending evidence, and write the reason. Hold and Pending evidence are good answers when the data is not there.
Time: 16:15 to 16:45.
Done when: Every bottle has a choice and a reason.
Client-supplied prices (effective date to confirm)
Currency not stated; effective date to confirm.
Joven 700ml: 4595
Joven 180ml: 1200
Reposado 700ml: 5790
Reposado 180ml: 1500
Añejo 700ml: 7990
Añejo 180ml: 2100
Rosa: not supplied
Extra Añejo 700ml: 16299
Extra Añejo 180ml: 4100
Cabron 750ml: 2200
Drag the bottles into the order the room believes in. The order is a working view, not a promise.
Joven
Reposado
Añejo
Rosa
Extra Añejo
Cabron
The 90-day plan
Why this matters: Decisions without owners do not happen.
How to run it: One action per row, each with one owner and a date.
Time: 16:45 to 17:30.
Done when: Every decision has at least one action.