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Charter Brands debuts Incubator arm
Distributor Charter Brands has launched The Incubator service, which aims to help spirits producers connect with distributors globally.
The new department allows brand owners to tap into Charter Brands’ extensive network and expertise.
Charter Brands is dedicated to building brands internationally by becoming their global export partners. Focusing on strategic market penetration and brand growth, the company connects brands with distributors worldwide.
Key features of The Incubator include global distribution outreach, monthly reports, data and insights, constructive feedback and a pathway to joining Charter Brands’ core portfolio.
Matt Ashton-Melia, managing director at Charter Brands, said: “As Charter Brands’ reputation has grown, more and more brands have come to us expressing an interest in our company introducing their products to international importers and distributors. To date, we have always worked off a 100% performance-related model whereby Charter Brands make a margin on cases sold. Although this provides a low-risk solution to the brand owner, the model also lacks flexibility — we only take on brands that we believe can sell tens of thousands of cases. The brand owner is forced to sacrifice the margin for our service.
“The incubator model works on a monthly rolling contract, providing flexibility to the brand owner. There is a fixed monthly fee with clear deliverables reported to the brand owner at the end of each month. Any distribution deals won, and orders received are then processed by the brand owner, who makes 100% of the margin.”
Ashton-Melia said the company provides a flexible approach, allowing brands to enrol in the programme for three months or as a long-term solution.
He continued: “At the end of the process, you will have a handful of new export markets to service, and the business generated will have more than paid for the incubator programme. The alternative is that you have tangible feedback from distributors as to why they didn’t want to distribute your brand, whether that be liquid quality, packaging, price point or other factors.
“We also provide all brand owners with a comprehensive list of the distributors approached in each market throughout their programme, along with market data on the category and segment where the product is pitching itself.”
Earlier this year, Charter Brands was appointed as Aluna Rum’s global export partner.
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