2018’s Agenda Highlights
The 2018 edition hosted a fantastic line-up of speakers from the most innovative spirits brands to explore latest innovation and strategies to make your brand grow and better engage with consumers. Among these sessions, some were particularly important and insightful:
- Karen Ehrlich, Global Brand Director Gin from Pernod Ricard, Kathy Caton, Founder of Brighton Gin and Sophia Angelis, Marketing Director at Brown-Forman opened the congress with an exciting live debate on craft spirits. The debate led to greater understanding of consumer drinking habits, the future of craft and explored how to grow category sales. The conclusion of this debate? Consumers don’t care about craft – they just want a good product!
- Geoff Watts, Managing Director of Cellar Trends took part in an on-stage interview to explore and discuss what distributors look for in brands when selecting the products they want to work with. In this 30 minutes discussion, Geoff presented his definition of a distributable brand and how to evaluate whether a new brand fits into the dynamic of your current portfolio. The delegates could draw upon Geoff’s impressive experience in dealing with distributors and growing a spirits’ category.
- The Innovation Spotlight – at the end of the 1st day showcased success stories and lessons learnt the hard way of 2 amazing brands: Duppy Share Caribbean Rum and Skene Scotch Whisky. Our 2 speakers Jack Orr-Ewing and Andrew Skene, both founders of their companies greeted the audience with exquisite samples of their alcohol, and told us the story of their products.
- Joel Defries, the Brand Manager of Our Vodka / Pernod Ricard presented an insightful session on brand loyalty. His case study aimed at understanding how to retain your highest spending customers through emotion and the senses in an age of unprecedented number of choices.
We hope you enjoyed our selection of case studies and speakers as much as we did! We’re always on the lookout for interesting presentations, if you have a case study, example or a story you’d like to share in the 2019 edition of the Spirits Strategies Congress, please contact the portfolio director David Jones: David.Jones@arena-international.com
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