Rapid expansion can destroy what makes a premium spirits brand special. This seminar explores the art of strategic, sustainable growth through the lens of brands that have successfully scaled without sacrificing quality, authenticity, or market positioning. Our panel of industry leaders will reveal how they’ve navigated the tension between meeting demand and maintaining exclusivity, sharing proven frameworks for international expansion that prioritize depth over breadth. Learn why thinking in cities rather than countries creates more sustainable growth, how shifting distribution models can reclaim brand ownership and profit margins, and the importance of building genuine local relationships that create grassroots momentum.
How Tequila Fortaleza Handles Expansion and Allocation Challenges
How does a small, family-owned brand become one of the most sought-after tequilas in the world? Billy Erickson, Sales & Marketing Manager at Tequila Fortaleza, shares the journey from his father selling bottles out of a truck to the brand’s current global “cult” status. At Bar Convent Berlin, Erickson dives into why Fortaleza shifted its European distribution model from a brokerage system to direct logistics to reclaim brand ownership and profit margins. Billy also explains the “Go Deep” U.S. strategy—focusing on local relationships and groundswell movements in specific markets like California and Texas rather than chasing national scale.
The 6 Pillars of Luxury Spirits Brand Expansion
At Bar Convent Berlin, Matteo Fantacchiotti, Partner and Chairman of the Board at Cygnet Distillery, shares his 25-year blueprint for luxury spirits brand expansion. Discover why “countries” are too broad a target and why you should be thinking in terms of cities—from London to LA—to build reputable models before scaling. Watch to learn why the best advice for international expansion is often to “expand strategically, stay focused, and go deep.”
Scaling Your Rum Brand: Understanding Market Preferences
Adhy Singagerda, Business Development Manager at E&A Scheer, takes us inside the operations of the world’s largest rum blender and the keys to scaling your rum brand. In this Bar Convent Berlin session, learn how E&A Scheer provides access to over 240 different rum marks across 40 origins, allowing brands to create reproducible, tailor-made blends at any age or price point. Adhy shares critical market insights, such as why “grassy” French-style rums struggle in the US and how to navigate the price-sensitive German market.
More Resources on Route-to-Market
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