CCA, Brown-Forman serve-up Retail Fusion (video)

By Shane T Williams in Kuala Lumpur

A refreshing presentation at the second business session at the 2010 Liquor Marketing Group (LMG) conference in Kuala Lumpur has seen senior supplier executives address retailers on maximizing their profits.

CCA national category manager: spirits, Simon Elsby, and Brown-Forman retail category manager, Shelly Silberman took the ‘fusion’ theme to heart, joining forces to speak to delegates about liquor retailing.

Elsby and Silberman echoed some familiar concepts from the conference to help liquor retailers improve their business.

Their four key points were: “Know your customer, convenience is king, be best in class and practice ruthless category management”.

Click on the video below to watch an interview as Elsby and Silberman spoke exclusively to TheShout.

The previous night (Jun 9), a select group of delegates were treated to a wine tasting at the Westin Hotel by Paul Tyers and Andrew Harris of Brown Brothers.

They spoke of how the traditional global wine market had locked itself into a traditional consumer offering of dry table wine.

“There is very little offered in the wine category that is in touch with the younger generation’s tastes that have been cultivated around drinking RTD’s, sport drinks, fruit juice and colas: all sweet,” said Harris.

Brown Brothers see significant growth with innovative and fruity wine styles, using the seminar to formally present the new Cienna Rosso which will be launched nationally through the independent channel effective in August following it's first to market launch in Queensland back in January this year.

Click on the video below to watch an interview with Tyers and Harris.

 
Delegates were also treated to a ‘trade show with a difference’ as Sean Hogan (LMG) and Andrew Killey (KWP! Advertising) kicked of the show by announcing some exciting new marketing initiatives that will be rolled out to members in July.

This was followed by the transformation of the Westin ballroom into a ‘fusion’ of bars.
Again supplier’s brands such as McGuigan Shortlist were side by side with Penfolds Thomas Hyland as well as Jack Daniels, Bundaberg rum and Jim Beam.

The trade show included comedians, singers and plenty of great Malaysian food as well wines, beers and spirits from Carlton United Breweries, Fosters, Lion Nathan, Diageo, Brown-Forman, Samuel Smith and Son, Premium Beverages, Pernod Ricard, Australian Vintages, Constellation Wines of Australia and Bacardi Lion.

 

[Fri 11/06/2010 12:13:40]