Critical mass is the point at which a growing company becomes self-sustaining, and no longer needs additional investment to remain economically viable. The term is derived from nuclear physics, where critical mass is defined as the smallest mass that can sustain a nuclear reaction at a constant level. When compared to the term’s financial use, the similarities are clear – being self-sustaining is the goal.
Critical Mass is a partnership of proven beverage industry experts, each with a specific area of expertise that complements the others. We offer a holistic approach to maximizing a beverage’s chance of success in this highly competitive industry by optimizing supply chain management, marketing and sales/distribution. The experience we have collaborating and the mutual understanding and respect that has resulted means maximum efficiency in determining the best overall strategy for your brand and the best possible execution of the elements of each discipline. Those who have found success in the beverage industry understand that these three critical disciplines (supply chain management, marketing and sales/distribution) are intertwined and must be aligned to reach the point at which growth, efficiency and profitability can be maintained (critical mass).