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Sweet&Chilli to target the US market

Sweet&Chilli USA is a one-stop-shop solution for ambitious spirits brands looking to make their mark in the United States.

Creative agency Sweet&Chilli USA launched in 2002

The US is the most coveted market for spirits in the world, and as such is the most difficult to crack. Not only is competition extraordinarily high, but brands must navigate the unique legislation for each of its 50 states.

This is where award-­winning creative agency Sweet&Chilli USA comes in. Launched in 2002, the company is lauded for its “deep knowledge” and “holistic view”. It provides safe harbour and direction for spirits brands on a state­-by­-state basis, working across the on-­premise and off­-premise, travel retail, brand activation, events, strategy and brand development.

Sweet&Chilli USA has worked with a number of successful and disruptive brands, including: Japanese whisky Kikori; Red Bull; Rum Co of Fiji; Gin Mare and Grey Goose.

“Sweet&Chilli USA is that expert trusted partner that you want,” says Tati Wan, US director of on-­premise marketing for Red Bull North America. “They’ve delivered outstanding bar experiences for us in Red Bull and have definitely been part of the implementation, from creation to execution of important business solutions for us.

“They have a great holistic view and senior project management, and they have credibility in what they do, from strategy to execution. Sweet&Chilli USA is an expert trusted partner that we decide to do business with.”

With more than 16 years of experience bringing spirits to market around the world, Sweet&Chilli USA’s team includes internationally accredited bartenders, market leading drinks consultants, experiential specialists, brand ambassadors, trainers, event producers and managers, and creatives.

US director of sales and marketing John Gakuru has 22 years of industry leadership under his belt and is the brains behind some of America’s most memorable brand experiences. He made his debut in the drinks world at London’s renowned Lab Bar, moving to Sagatiba Cachaça then Think Spirits in Australia.

Gakuru joined Sweet&Chilli USA in 2016. Gakuru says: “The Sweet&Chilli USA model is absolutely perfect for brands entering the US market and not wishing to make mistakes, like so many brands do when trying to ‘make it in America’. It is a complex market and one that requires specialist assistance to get it right the first time – your only opportunity.

“We also help brands that already exist in the US step up their volume growth, expand bandwidth without massive overheads and liability and launch new brands into the American market.

“Sweet&Chilli USA has the resources, experience, passion and creativity to deliver world­-class results as an extension of your team and brand across the US.”

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