The CPG Guys

Building an Adult Beverage Challenger Brand with Flying Embers' Ben Galvin

December 09, 2023 Peter V.S. Bond, Sri Rajagopalan & Bryan Gildenberg Season 1 Episode 341
The CPG Guys
Building an Adult Beverage Challenger Brand with Flying Embers' Ben Galvin
Show Notes

The CPGGUYS are joined in this episode by Ben Galvin, VP of Sales, National Accounts at Flying Embers, a hand-crafted, alcohol beverage brand based in Ventura, California that develops great-tasting botanical brews with functional benefits. 

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Ben  answers these questions : 

  1. Would you run us through some of the pivotal roles in your professional career relative to important skills you developed and what drew you to Flying Embers?
  2. Would you share with us what you see as the role of challenger "growth" brands within the beer /bev alc industry?
  3. What is the importance of portfolio & flavor/style evolution from challenger brands & role within retail (i.e. what is new & what isn't "so last year"?)
  4. How is your business focusing on consumer preference changes & how/where they discover new alcohol beverages?
  5. You know we love to talk about retail media on this podcast. As a brand that is subject to The “Tied-House” Three-Tier system of regulation, how do you navigate investment against retail media for bev alc brands?
  6. What do you see as the importance of retail media for challenger brands in building "mental awareness" & improving findability? 
  7. How are retail media tactics woven into Trade Marketing practices & budgets for alc brands, regardless of size? 
  8. Looking to the future, what are your recommendations for challenger brands to focus on to "win" in 2024 and beyond?

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