Global Brand Equity Solutions, a new company founded by industry veteran Jorge C Galbis, is making its debut at the IAADFS Duty Free Show of the Americas this week (booth 1439).
The company’s mission is to help its clients create global visions, and then enable them to achieve these by assisting with strategy, planning and ultimately execution in domestic and duty free markets. Specific guidance can be provided on route to market, commercial development and compliance issues, among others.
Galbis was previously CEO of drinks company Industrias Licoreras de Guatemala, where he led international marketing and sales for Zacapa and Botran rums. During his tenure, Zacapa expanded from nine to 66 countries and entered into a joint venture with Diageo, while Botran was successfully repositioned and is now said to be one of the fastest growing premium rums.
Prior to that, Galbis spent 18 years at Bacardi in sales, marketing and general management roles in North America, South America, Asia Pacific and duty free.
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With his new company, industry veteran Jorge C Galbis aims to help brands create and achieve their global visions |
At the IAADFS show, Global Brand Equity Solutions will feature five brands:
• Khortytsa Platinum Vodka – This Ukrainian vodka was, according to Drinks International, the third largest selling global vodka brand by volume at 6.4MM cases in 2013.
• Leaf Vodka – Made only with organic wheat, with expressions made from Alaskan glacial water and Rocky Mountain mineral water, this vodka is certified USDA Organic and fully produced in the US. Presented in a leaf-shaped bottle with a cork closure, these vodkas have won several accolades at leading US spirits competitions, including Double Gold at the 2014 San Francisco Spirits Competition.
• Pervak Vodka – A combination of the centuries-old tradition of Ukrainian home distilling (known as “˜samohon’) and modern technology, Pervak offers flavours including Rye, Garlic, Tincture and Wheat, in bottles with traditional swing-top caps.
• Fashion First Aid – Fashion First Aid invents and manufactures “wacky and useful” personal care products, with an aim to save the world from fashion and beauty disasters and help make clothes last longer. The Idaho-based company’s first-ever product was the Garment Guard, disposable underarm shields which were created because the founder, then a broke law student, was tired of “her expensive white t-shirts being ruined by underarm taco stains”. Today, Fashion First Aid has over 50 products in the market and a book titled The Dirty Side of Fashion.
• MB Miami Beach Suncare – In 2013, the City of Miami Beach partnered with Destination Brands International (a fourth generation, family-owned business headquartered in Miami) to develop the official and exclusive sun care product line of Miami Beach. This suncare line – comprising various sunscreens, Tan-Tensifier Spray, and SoBe Nights Sunless Bronzers – includes ingredients such as salt water and sea kelp, as well as a signature beach fragrance. A portion of sales go towards the sponsorship of beach clean-ups and sun protection education.
Global Brand Equity Solutions Founder Jorge Galbis will be present at the IAADFS show this week, along with MB Miami Beach Suncare COO Alex Duque and Global Spirits (owner of Khortytsa, Leaf and Pervak vodkas) National Sales & Marketing Director Julius Cricione.
For more information, contact Jorge Galbis at mobile: +1-305-606-4861 or e-mail: jgalbis@globalbrandequitysolutions.com.
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| Khortytsa Platinum Vodka, Leaf Vodka and MB Miami Beach Suncare are among the brands in the Global Brand Equity Solutions portfolio which will be showcased in Orlando this week | ||
