Executive Bio
Michael Pruenner
Former National Account Manager at Fever Tree
In Practise Notes
- Focusing the go-to-market strategy on on-premise first is much slower, harder, but arguably builds a more durable brand over time. A brand needs deep pockets to get scale off-prem from day 1 and the distribution is more concentrated which adds risk
- How Coke launched energy drinks vs Monster
- The type of local distributors Fever Tree uses in DACH region
- Schweppes lost Spar account which is the second biggest off-prem account in Austria. It seems like grocers are waking up to the category and launching low end tonics to replace schweppes and complement Fever at the high end
- Thomas Henry and smaller brands are trying to compete with Fever Tree in premium mixers
- How Fever got scale in off-prem in Austria
- Thomas Henry has a specific "Bitter Lemon" drink whereas Fever Tree still has Sicilian Lemonade
Interview Transcript
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Audio
Fever Tree vs Monster Beverage Distribution Strategy(January 12, 2022)
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