My First Article on Print, talking about what i love wines and liquors. This is my first article, I’m supposed to write an article every two weeks. So my ideas is to include some of the wines tastings around town. This is going to be so great, and I’m going to continue it here with this blog.
This is going to be fun, join me and if you’ve got some suggestions let put into text.
Ok someone asked me today if there was one thing I could not do with out in a launch or on the ongoing building of a beverage brand.
I would have to say sampling is the most important, and most cost-effective.
1. Only do sampling at location who have bought product.
2. Up sale directly to the consumer at his favorite and local store
3. Product is what cost you the least, so take advantage
4. Store owner like this because you give their store value and you are helping then move the product they just bought from you
Fermin Perez
Got your Beverage Brand sold outside of USA? Here is what you may encounter.
First of all congratulations, you are now an international company. Now that you have a buyer you need to start working on making sure you are protected. It’s Important to not rush this process, most inexperienced Brand owners will have to pay more for trying to push the brands to get registered and pass Sanitation(Similar to FDA). Don’t be afraid to ask the distributor what needs to be done or have him refer an Attorney or Company that can guide you through the process. In any event here are some quick notes, I hope they are helpful.
You will most likely need the following information:
1. Certificate of Free Sale
2. Technical Sheets of Formulation of product (does not need specific volume but ingredients will be a must)
3. International Shipping codes, and shipping technical sheet
4. Copies or your Labels in USA and formulation approvals for country of origin. (Technical Sheet may cover this)
Trademarks: You will need to Start this as soon as you can! You need to own the Trademark and then assign the to the distributor or distributors by area, like cities, state, provinces etc…
Trademark usage needs to be clear in your agreement with importer/distributor like the use of logo’s on T-shirt, website, social media, etc…
Know your cost clearly as well as calculating the import taxes and other logistics cost. There have been times that after reviewing the fee’s,Taxes and shipping it did not make sense to try to even open that market. You could just price yourself out with so much cost at the end of the day you need to be competitive.
Territory Assignments: Always try to give less and let then earn more territory as they grow with you. It’s always easier to add more areas than to take away.
Local/Jurisdiction Licenses/Permits: make sure you have copies of these from your importer / distributors. Verify dates and information for accuracy its important that you are working with a company that has proper documentation for your protection.
Sanitation: Similar to USA FDA most countries have this process, you will need to send an amount of product to get check and clear that process first. Do not some countries may not ask for it upfront but will once you do your first shipment. I have always tried to take the step and send some samples like 10 case so if they have issues they can start finding solution before you send a full container.
This is a very detailed process and I’m just covering it with a broad brush, it’s always important to get educated read and ask lots of question or hire someone who knows what they’re doing.
By:
Fermin Perez Jr.
HP Global Brands, Inc. Miami, Florida.
First thing to do is build a strategy or “play book”
Making a new label for a product, this is mostly geared toward beverage.
This week I’m working on new labels for a brand we are working closely with for our self at HP Global Brands, Inc.. How can you make the right choice when you have so many people adding to your ideas and what they think could be right or better. My take is always hear all the ideas and they will be helpful but at the end of the day there is only so much room in a label. Here is some of the thoughts i ask myself, to help me make the right decision.
1. Clear Text – Clear and easy to read logo’s
2. Fewer Colors involved the better – don’t loose sight of what you are trying to say
3. Get to the point – what are you selling let the consumer know ASAP
4. Who is your target client – make sure you appeal to that consumer
5. Talk about the benefits of your product clearly – Most consumer don’t read all the text on the bottle
this is of course that you take into consideration the color of the labels and bottles you are using. Please don’t use a water bottle for an energy drink… it does not relate..
Also try to do some studies with a few consumers which you will be targeting. Make a list of questions that you think are valuable to the implementation of your brand.
Good Luck!!
Hope this is useful, sincerely Fermin Perez, Jr.
fermin@hpglobalbrands.com
This show is for brands to show off to Professional Bartenders, some owners and very few distributors. If you’re a brand owner and are attending this show to find a distributor, you will have a hard time. Also keep in mind this show is in the west coast and so will your visitors.
I do however recommend the show to brands that need an extra push and already have distribution in the west coast. Lots of Bartenders there, show then how to make drinks with your liquor and have some fun, cause they are there to have a lot of fun!!
I’ve had some success in the past finding distribution here, but don’t expect the any of the big distribution houses to be here.
Last Year my friend Dave Elger from Hot Mixology which air on Fox business network got together a few brands and created a aisle of liquors brands, which i found it a great add on to the show. I hope they make him a regular and make it a bigger part of the Bar and Night club event because it will may bring in more brand owner and brokers like myself to the show.
From Nightclub and Bar 2011, posted by Fermin Perez on 3/10/2011 (3 items)
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This was my First time to South Africa and a long one 16 day trip. The Trip took place at the same time the FIFA world Cup took place in 2010 so its was extra special sales call with perks. The 18 Hour flight to Johannesburg was not the easiest to do especially that a 6’9″ basketball player was going to visit his family in SA and was sitting next to me.. (good thing for the sleeping pills)
Once I Arrived it all got amazingly better, our Clients, Partners, Importers for South Africa are just the most gracious and happiest people i have ever meet. Recommendation, sit in the back seat if traveling somewhere where the steering is on the opposite side… why?! Cause you keep hitting the brakes and they don’t work, cause your not driving.. boy that happened to me a few times…not that our guide was a bad driver.
We immediately started visiting some of the local stores which we been selling our products just to get my feet wet while we waiting for partner to get in From Colombia. We Mostly Chain stores which we had already receive a approval from their headquarters to start selling directly to manager at all Tops supermarket liquor stores.
We also began structuring a sampling program and spiff program to kick off sales with our new distributors. We had our Training and we were off to great start.
Johannesburg, South Africa Market as I saw it… was really into the liqueurs or at least the places i went were really into it. We were there to sell Frozen shots and lots of then, everyone was so nice I felt that if I rented a van and went door to door to every liquor store everyone would at least purchase one case of my product. That would take us 2 months to do, its a big territory to cover and we got there in the mist of the world cup.
Apart from our main goal was to educate our importers on our products and what we believe was the best way to sell and launch our Frozen shots. We had meeting with all sorts of marketing firms which consistently said the and had the same strategies we had. So we began structuring our campaign, before you know it we had to move on. We had planed to visit Cape Town and ride with some of the Sales Reps of our distributors and see our first world cup game.
We had a great time and being at the World Cup in South Africa was definitely memorable.
From South Africa, posted by Fermin Perez on 6/04/2010 (30 items)
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