 |
Prisciliano Tavera: “A partner which has both the expertise and the best model to drive brands in the travel retail and local market in the Americas |
AMERICAS. Newly created, Mexico-based Prime Brands Duty Free has unveiled further details of its earlier declared ambitions to become a major brand distributor and agency in the Americas travel retail and domestic markets.
Prime Brands has this week launched its new website, www.primebrands.com.mx, featuring a powerful portfolio of luxury and premium spirits, as well as details on the channels, structure and model that will underpin the company’s distribution philosophy.
“Prime Brands represents a partner which has both the expertise and the best model to drive brands in the travel retail and local market in the Americas,” President and CEO Prisciliano Tavera told The Moodie Report.
Tavera said that the company has ambitious plans for the second part of 2011 based on three specific goals:
a) To consolidate its presence in the duty free market by developing strong positions with the main retailers, creating a solid brand-building platform for the entire portfolio
b) To extend distribution to the key US market, both travel retail and domestic. Following the opening of a Miami office, manned by expert staff and executives, the company’s goal is to launch the Prime Brands’ portfolio of brands, offering it to the main US distributors as one “˜family’.
Why? The fundamental strength of this prospect is that the company will be entering the American market as a “˜block’. In other words, brands that are looking to develop in this market over the long term will go as a family and not alone.
c) The third and most important goal in the long term is that Prime Brands becomes an integral element of the regional development of its brand portfolio. It aims to become the best vehicle for brand building through a combination of “marketing and muscle”. While the brands manage their own production, the combination with Prime Brands offers the opportunity to create joint ventures which, in turn, allow the company to invest in the brands and create an “˜ownership’ structure – a key step for Prime Brands.
 |
Looking forward, Tavera said: “We are expecting to sign more agreements with brands that are interested in having a partner in this region. For example, we are looking for vodka and whisky partners to complete our distribution portfolio.
“We are negotiating with various brands to extend our distribution contracts. And in the case of our owned brands we will re-invest 100% of profits over the next three years to drive growth.”
In August 2011, the company will open Prime Brands USA, which will manage sales and marketing for the US , Canada and Caribbean. The Mexico office will be the group headquarters.
The plans are carefully outlined, the progress to date impressive. It’s clear that there is a Prime new force in the Americas drinks market.
 |
FACTFILE: PRIME BRANDS DUTY FREE
Founded: 2010
Offices: Mexico City
Employees: 45 sales and ten back office staff
Main Clients:Aldeasa, Dufry, La Riviera, HKG, Starboard, DFA, UETA and others
Main brands: Torres brandy & Torres wines, Monte Xanic Mexican wines, Milagro tequila, Alacran tequila, Flor de Caña rum, Mezcales de Leyenda, Tequipal and others
Annual Sales: US$8.5 million(US$3.5 million domestic, US$5.0 million duty free)
Owned brands: Mezcales de Leyenda, Tequipal
President & CEO: Prisciliano Tavera
CMO: Jose Luis Gomez
Download free from the iTunes App Store | |
