STRATEGY

Our Top 3 Strategic Goals

1. Become the Leader of Craft Spirits in New 

Zealand.

2. Manifest a Diverse Portfolio of Brands.

3. Create a powerful Distributor Proposition.

Becoming the

New Zealand Leader 

The New Zealand wine and beer segments have significant global presence with leader such Brancott Estate, Oyster Bay, Cloudy Bay, Villa Maria, Babich, Wither Hills, and Nobil. And craft beer leaders such as Panhead, Brothers Beer ,BBC, Sawmill and Garage Project.

New Zealand Craft spirits have yet to identify a recognised leader.

Outlier brands have occurred that have generated success media, such as Stolen Rum and Below 42 (no longer considered Craft).

And the local craft movement is established with brands such as Broken Shed, Scapegrace, Cardona, Reid & Reid and Curiouslty Gin.

However, these brands tend to have a restricted portfolio, and their international sales are inhibited by Price Points well in excess of export market buyer requirements.

The opportunity to become the New Zealand leader is ripe, subject to 1) Price Points (indicative from USD10 per unit), 2) Portfolio Diversity (to warrant shipping from isolated NZ) and 3) an Intimate understanding of international Craft spirt business dynamics.

Manifest a Diverse

Portfolio of Brands

Having been buyers of Craft Spirits from Brand Owners all over the world, we know the amount of time, worker allocation, energy and effort is takes to incubate a new supplier.

If that supplier only has ONE brand, it better be very, very good.

Often, brand owners have minimum order quantities in excess of the actual needs of a buyer (often dictated by 3rd party fillers).

OR. The simple reality of the cost of exporting anything under 1 pallet load affects the buying decision. 

Create a Powerful Distributor Proposition

Having been buyers of Craft Spirits from Brand Owners all over the world, we know the amount of time, worker allocation, energy and effort is takes to incubate a new supplier/Brand owner.

If that supplier only has ONE brand, it better be very, very good.

And, often, brand owners have minimum order quantities in excess of the actual needs of a buyer (often dictated by 3rd party fillers).

The simple reality of the cost of exporting liquor under 1 pallet load affects the buying decision. Distributors will, more often than not, simply pass on a new brand, as the cost to import and trial a brand is too high. So there is motivation and a desire for a Brand owner to be able to supply more than one brand.

By offering a Distributor a "Plug and Play" portfolio

is significant and attractive. Distributors desire ease, simplicity and, also, new and interesting brands.

So that they can concentrate on their real business... 

supplying liquor brands to their client base within

their Bubble of Influence.

Additionally, while one brand may surge in one market, another brand may succeed in another market - therein underlining the importance of Diversity.

"Ultimately, a diverse portfolio allows Flagship brands to be developed. These Brands attract higher % sales and pave the way for our other remaining brands"

© 2019 by EMBASSY.  CRAFT Spirit Brands in New Zealand