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Develop Own and Exclusive Label Strategies for the On-trade

Own and exclusive label differentiates your business uniquely and sends a signal as to the positioning of the business.

18/01/2019

How often do we hear that hospitality businesses seek to make their customers feel ‘special’? Customer experience is the main driver of consumer loyalty and repeats purchases.

As the market proliferates with brands and consumers’ repertoires extend, how does the operator go about creating more personalised, exclusive consumer experiences?

Own and exclusive label differentiates your business uniquely and sends a signal as to the positioning of the business.

Wines and spirits industries have different characteristics and require different approaches when considering own label. The wine industry is fractious, which research suggests, has an estimated 600,000+ producers worldwide. It is easy to identify potential producer partners, but complicated in the supply chain and the minutiae of logistics, packaging, positioning and detail. Careful thought needs to be applied in deciding what outcomes are required before delving into that Pandora’s box. For the successful developer, however, there is a ‘uniqueness’ prize at the end of it.

Whereas for spirits, there are less potential suppliers, much closer to home. 72% of the EU gin market is supplied by 315 UK distilleries (ONS 2018) and consumers brand repertoires are now 7 brands. So simpler logistically and in development, but will the benefits be there in the final analysis?

Create successful own and exclusive labels in drinks is a specialist and complex strategy, which requires careful consideration but can be enormously successful for the business that develops it.

Hosted by Alistair Morrell, we are privileged to welcome our specialist panel all have experience in creating own and exclusive label programmes in their businesses, they have been there, done that and worn the T-shirt.

Alistair Morrell

Who should attend?

1. HoReCa business owners that have any interest in developing own or exclusive labels.

2. Suppliers looking to supply UK HoReCa businesses

3. Marketing Directors & Managers seeking to identify strategies to drive new business

4. CEOs CIOs seeking to develop own and exclusive strategies

5. Logistics executives seeking ways of being more efficient