USA. Travel retail ecommerce services provider KingofReach.com, owned by Dutch consumer goods and travel retail powerhouse B&S, is set to showcase its extensive portfolio of brands at the upcoming TFWA Asia Pacific Exhibition & Conference in Singapore on 12-16 May.
The company will be exhibiting with its partner Mark Anthony Brands International (Basement 2, Stand 2-10).
Following its participation at last month’s Summit of the Americas, KingofReach.com will once again present its popular line-up of global brands including its key ‘liquid on lips’ spirits brands: Glendalough Whiskey and Gin, Bearface and White Claw Vodka.
KingofReach.com lauded the success of its marketing drive at the recent Florida event, noting a business increase in its Americas operations.
Its Summit of the Americas booth was set on a 20sq m space, reflecting its expertise as a single-source supply solution across its global B2B channels – duty free and maritime – for its brand partners.
Aside from its key spirits brands, KingofReach.com highlighted leading names from the confectionery category such as Mars Wrigley and Haribo.
As part of its global expansion strategy, the company has elevated its marketing drive for its various brand partners including market leaders Diageo, Bacardi, Heineken, Brown-Forman, Pernod Ricard, AB InBev, Unilever, Nestlé, William Grant & Sons and Mars Wrigley.
In addition, B&S emphasised its ambition to digitalise travel retail with its B2B digital route to market, offering convenience and quality to both suppliers and customers.
The company said that the Summit of Americas served as a good opportunity to update its brand partners and distribution customers on its new regional approach, focusing on total supply chain solutions, local brand ambassadors and marketing solutions.
At the conference, KingofReach.com, B&S’s regional Americas sales team, brand ambassadors and senior management gathered to meet existing and potential travel retail partners.
B&S Global Sales Director of Duty Free & Travel Retail Joris Broekmans said: “Summit of Americas was a busy event where we highlighted our F&B supply chain platform’s truly global yet locally focused approach alongside brand partnerships such as Mark Anthony Brands International, Mars Wrigley, Haribo and William Grant & Sons.
“It is a unique single-source proposition for our key customers across the duty-free segment. This was a successful show, and we are pleased with the new and expanded business opportunities generated from the conversations at the event. Americas is a fast-growing market with many opportunities, the best is yet to come.”
Last year, B&S divided its team into four strategic regions (Americas, Europe, Middle East & Africa and Asia Pacific) to further extend the company’s global footprint.
These regional divisions allow teams to focus on customer needs to optimise brand distribution via the KingofReach.com platform and framework through digital solutions, category management, brand partnerships and solution-based product sales.
This localised approach to create value for brand partners is achieved though value pillars such as B2B ecommerce, data analytics, in-house marketing and customer email campaigns, and the global operational backbone, the company said.
Through this regional division, the teams can focus on particular expertise including local legislation, logistics and the latest market trends. ✈
