The MAFFEO DRINKS Podcast
062 | David Wood | Distribution: The Non-obvious Power of Smaller Categories | Liana Collection
May 28, 2024
David Wood, founder of Liana Collection, discusses the intricacies of the drinks distribution industry. He shares insights on creating a distinct beverage identity and the critical role of quality in successful brands. Wood emphasizes the value of storytelling and sustainability, detailing how smaller cocktail ingredients can thrive when paired with established brands. He also navigates the balance of growth and integrity, revealing why he prioritizes smaller challenger brands over major ones. This conversation is rich with strategies for brand development and market relevance.
45:03
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Quick takeaways
- The success of a drinks brand heavily relies on the quality of its liquid, which serves as the foundation for lasting brand identity.
- Focusing on smaller niche categories and being a secondary ingredient in cocktails provides strategic differentiation and reduces competition in the market.
Deep dives
The Importance of Quality Liquid
A successful drinks brand emphasizes the critical role of high-quality liquid in its development. The conversation highlights an example of Savikut Orchards, a cider brand that has thrived on its traditional, high-quality production methods. This brand was able to leverage its superior liquid to build a strong brand identity, demonstrating that great liquid can often be the foundation of brand success. While some brands may thrive through marketing, the consensus is that exceptional liquid is indispensable for creating a lasting brand.
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