Case Study 1: No1 Wine & Spirits

No1 Wine & Spirits had been operating for 15 years with minimal sales. Joined as CEO to create an international sales, marketing and operations business. Reset as global commercial business; improved current brand portfolio; signed brand distribution agreements; introduced global S&OP standards; overhauled financial reporting; and instilled priority management. Succeeded in laying foundations for future success, to reach breakeven in year 3 and achieve net sales of €10M over 5 years.

SUMMARY

FOUNDATIONS IN PLACE TO DELIVER +€25m PROFIT IN 4 YEARS

• Established international business to grow to €10m net sales in 5 years, but left after 2 years

• Breakeven on track in year 3 [2023], +€1m EBIT & +€2m Gross Margin forecasted for 2025

• No1: mainstream gin, vodka & rum

• Havan: premium gin & vodka

• Gripsholm: super premium gin & vodka

• Ron Roble: premium Venezuelan rum

• Motorhead: premium Caribbean rum, American whisky & bourbon

• Private Label

COMMERCIAL, MARKETING, PROCESSES, ORGANISATION

• Recruited international commercial team within 2 months to sell No1 brands globally

• Redesigned flagship brand to match high quality liquid, particularly difficult to convince family

• Designed “new to world” premium Swedish vodka & gin brand HAVAN, started to develop super premium brand Gripsholm

• Signed up premium Venezuelan rum brand: Ron Roble

• Agreed global production and distribution deal with rock music band for rum & whisky brands

• Moved focus from low value volume to premium brands taking advantage of Swedish & Venezuelan provenance & credentials

• Introduced robust S&OP processes for demand planning, production planning & logistics planning

• Introduced monthly performance management & profit forecasting processes (including Risk & Opportunities)

• Launched No1 W&S Ltd globally at numerous trade shows, Instagram, website & e-commerce.  Launched new company website and set up e-commerce operations in UK & USA

• Defined brand positioning & operational brand guidelines

• Signed up distributors in Ethiopia, Baltics, Florida, Texas, Colombia, Peru, Ecuador, Puerto Rico

• Introduced global focus of Americas, Europe/Africa & Asia Pacific with major markets USA, UK, Baltics, Ethiopia

• Developed POS & brand activations for On Trade, Off Trade, Trade Press Releases

• Developed strong team with supportive culture driven to deliver profits 

I WAS COMMITTED TO No.1 W&S AND LOOKED FORWARD TO DELIVERING THE EXCITING AMBITION