Expanding in a down market
The Challenge
Historic Downturn: 2025 marked the worst global drinks market crash in decades.
Volume Drops: Total alcohol fell by 2% (Spirits -3%, Wine -5%).
Premiumisation Halt: Rising inflation and trade tariffs forced consumers to limit spending.
The Execution
Strategic Leverage: Combined deep industry know-how with AI tools.
Targeted Hunting: Used micro-segmentation and smart automation to contact the decision makers.
High Conversion: Optimized reply rates to secure vital face-to-face meetings.
The Result
Market Expansion: Opened 7 new markets and restarted operations in 2 other countries in less than a year.
Proven Model: Demonstrated that distribution can expand even during a severe market slump.