Aurora rates themselves 87/100. iKAG scores them 58/100. The 29-point gap is concentrated in Health (+2.0) and Market Presence (+2.6) — these two gaps define the first 90 days.
Aurora brings a genuine competitive advantage — high-altitude Mendoza terroir, a compelling family story, and wine quality that over-delivers at its price point. What's missing is the infrastructure to convert that potential into U.S. revenue. This is not a turnaround story — it's an activation story.
Fix pricing architecture, and the Product pillar jumps. Pair it with a targeted importer strategy and a 2–3 state entry plan, and Aurora has a realistic path to meaningful U.S. distribution within 12–18 months.
The strengths the U.S. push is built on — the wine and the estate already earn the right to be here.
The gaps the Three Priorities target — each is a focus-and-execution fix, not a quality problem.
What the scores mean commercially — the evidence reviewed, and the decision each pillar points to.
Not five. Not ten. Three. In this order. Each one unlocks the next.
This is not a product problem. The wine is genuinely good. The gap is between potential and execution infrastructure.
María Elena is carrying the U.S. initiative essentially alone — responsive, engaged, and smart. We need to be surgical about where her time goes over the next 90 days.
Progress against these three priorities. What changed. What's next.