The MAFFEO DRINKS Podcast 071 | Morten Stengaard | Bottom-up Expansion to New Markets | Bemakers
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Sep 1, 2024 Morten Stengaard, Co-Founder and CEO of Bemakers, shares his expertise in beverage distribution and market expansion. He delves into the challenges of securing local partnerships when entering international markets. Morten emphasizes a bottom-up approach for brand building, using the gym metaphor to illustrate growth accountability. He highlights the necessity of understanding consumer behavior and the importance of demand building and effective logistics for sustainable success in the drinks industry.
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Early Distribution in Denmark
- In Denmark, Bemakers easily found restaurants and handled distribution themselves, delivering products directly.
- This direct approach worked well for building their home market and establishing a D2C channel.
Distributor Reluctance
- New brands or categories struggle to find distributors willing to commit and meet their ambitions.
- Bemakers found that direct selling allowed them to better control their brand and growth.
Expansion Challenges
- Expanding beyond Denmark presented challenges with excise duties, VAT, and logistics.
- Despite securing orders in Norway, Bemakers lacked the distribution to fulfill them, highlighting the need for a direct solution.