Taking a premium Italian drinks range abroad, one bar at a time

01 · Context

A premium Italian beverage maker had a strong range but a confusing brand structure and no clear route abroad.

The range covered organic soft drinks, waters and iced tea. Several brand names competed for attention, and the business wanted an international plan its own team could execute.

02 · Key conclusion

Mass distribution would have put a premium range on shelf next to cheaper rivals, with no reason to pay more. Seeding it as a premium mixer and drink in trend-setting venues built its credentials first.

03 · Actions

Four steps from data to a launch plan.

1. Weeks 1–3

   Collect market data and rank the countries.

2. Weeks 4–7

   Build the business plan and entry strategy for the priority markets.

3. Week 8

   Agree the new positioning and brand structure in a workshop.

4. Weeks 9–11

   Write an 18-month brand and trade activation plan.

04 · Transformation

From twenty countries to three tiers.

Twenty countries were narrowed to seven and grouped into three tiers. The brand structure was simplified, with weaker names dropped behind one endorsing brand.

05 · Result

The range launched in three European markets.

Entry started in bars and restaurants in the home market, Germany and Spain, following the tiered plan.