To reach consumers, you first have to understand them

Our philosophy is to build brands for the on-trade sector and we channel many resources into this. This often means running the right promotions, in the right channels, for the right target group, at the right time. Every brand requires specific activities and it is essential to set the right tone. For some, the class may have to be emphasised, but for others fun and enjoyment are key.

To engage consumers, you must first understand them. You must identify and interpret trends, then act at exactly the right time. Sometimes we surprise the market, but at other times we provide exactly what people are expecting. Every promotion is unique and special, whether it’s in a bar, a club, at an event or out on the street.