Problem: Competitors don't drink simultaneously for fear of attack.
Force: Competitors don't trust each other.
Force: There are no compelling reasons for the unformed marketplace to be able to be created nor for the result to have any value.
Force: You need competitors both to demonstrate the existence and value of the potential marketplace and to fan out in a competition net to find the sweet spots. That is, you need natural selection to work for you.
Therefore: Start to build the market with a brand. Associate the brand with quality or compatibility. Give away key technology to a community made up of competitors. Charge a fee for the logo to fund further development of that technology. Make a SafePlaceToShare. Recognize that competitors have secrets and want to protect them, but are willing to share secrets for a larger return. Know that competitors are predators and protect the marketplace from sabotage.