The MAFFEO DRINKS Podcast 090 | BCB2024 | Winning with Distributors: From Your Home Market to Export | Park Street University | Michael Vachon, Soren Hansen, Emily Pennington, Chris Maffeo
Feb 3, 2025
Join Michael Vachon, co-founder of Maverick Drinks, and Soren Hansen, sales director at Bemakers, as they dive into the complexities of beverage distribution in the European market. They explore how to choose the right distributors, tackle pricing challenges, and maximize event activations. The conversation also emphasizes the importance of direct-to-consumer strategies and building strong relationships within the industry. With Emily Pennington moderating, listeners gain essential insights into launching and growing beverage brands in a competitive landscape.
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Pricing & Sales Targets Matter
- Price divergence between EU markets drives product movement and gray market stock.
- Setting realistic sales targets prevents destructive cross-border product shifts.
Choose Markets Deliberately
- Research and choose markets deliberately to avoid wasting resources.
- Understand where your target customers and occasions are before engaging distributors.
Brands Should Take Initiative
- Spend time physically in the market to build relationships and sales.
- Bring products to bars and bottle stores to generate real customer engagement before engaging distributors.