Gik is a Spanish brand of alcohol created in 2013 in order to respond to the young consumers' new aspirations. Facing an extraordinary demand in 2016, Gik became the victim of its own success as the demand surpassed supply. At the end of December, Aritz López one of the six founders, started to ask himself whether their concept was sustainable and to what extend they could keep their competitive advantage? Did the term
« wine » bring an added value designation to sell the product ? Was it better to strengthen their position on their existing markets or rather inundate rapidly new markets? How could they implement a leverage in order to develop their business?