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Beam throws out a challenge to the spirits industry
Company claims new strategy will attack market complacency
Beam Global Spirits & Wine is looking to attack the complacency and lack of innovation in the spirits market with what it claims is a new business approach to the sector.
The company's 'Plan B' strategy will adopt new ways of working in the areas of marketing, insight and customer relationships.
Formed in November 2005, after acquiring a number of brands from Allied Domecq, Beam Global Spirits & Wine now owns leading brands in a number of categories including Cognac, sherry and port, and delivers 3.2 million cases a year in the UK.
Beam UK managing director Adrian McKeon said: We encourage an entrepreneurial attitude, driven by innovation and reinforced with quick decision making. By creating a flat company structure, we are empowering people to make decisions at the closest point of impact and the result is a dynamic business environment where individuals can really make a difference.
There is a level of complacency and lack of innovation in the spirits market but we are taking a fresh approach. We are adopting new ways of researching consumer behaviour, resulting in greater insight. We are looking at narrowcast forms of marketing, rather than traditional broadcast, which allows us to build emotional links between our brands and our consumers.
Innovation in this area, he said, has helped Courvoisier become the number one Cognac in the UK. We are not afraid to be bold and stand out from the crowd. We are focused on working in partnership with our customers through value creation and category leadership.
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