What are the best practices for exporting beverages to emerging markets?

Before entering any market, you must conduct thorough research. In fact, this should happen even earlier - before making the decision to enter in the first place. Understanding your competitors, the cultural context, market trends, communication styles with partners, and the best channels to engage customers are just a few aspects of what you need to investigate. This isn't just a checklist. It’s the foundation for your entire strategy. Investing time and resources into this research might seem overwhelming at first, but it’s crucial. By understanding the market dynamics, you'll be able to adapt your marketing strategy effectively, differentiate from competitors, and make informed decisions that could make or break your success.

Exporting alcoholic beverages to emerging markets presents major growth opportunities, especially for wine & spirits. For example, in India, with its expanding middle class and evolving consumer preferences, it is poised to see a rise in alcohol consumption over the coming years. Getting in early offers a strategic advantage, particularly as wine gains popularity due to its association with health and lifestyle trends. Establishing brand presence now allows exporters to build loyalty and capitalize on increasing demand. As the market matures, early entrants will benefit from a growing consumer base and a more sophisticated palate, making emerging markets prime targets for the global alcoholic beverage industry.

When exporting beverages to emerging markets, adapting your product and packaging is not just advisable; it’s essential. Each market has unique cultural preferences, regulatory requirements, and consumer behaviours. Start by researching local tastes—what might be popular in one region could be less appealing in another. Tailor your flavours, ingredients, and packaging sizes to match local expectations. Additionally, ensure your packaging meets local regulatory standards and resonates with cultural aesthetics. This approach not only ensures compliance but also creates a stronger connection with the target market, fostering brand loyalty.

Finding the right distribution is important when entering a foreign market. You may need a local agent who understands the ins and outs of the market. Or, perhaps, the market is s open to foreign businesses, and you won't need a middleman. Here’s my advice - tap into your network. Ask colleagues or connections who are already working in that market about the best distribution strategies that have worked for them. From a business perspective, don't just rely on one approach. Experiment with multiple channels and distribution models, and closely monitor their impact on scalability and profitability. And remember, what works in one market might not work in another. Alter your approach based on real-world feedback and data.

When exporting beverages to emerging markets, choosing the right distribution channel is crucial. Rather than opting for a one-size-fits-all approach, consider the local market dynamics, consumer behaviour, and infrastructure. Direct distribution may work in urban areas with established logistics, but in rural regions, partnering with local distributors who understand the terrain and cultural nuances can be more effective. By aligning your distribution strategy with the specific needs of each market, you not only optimise reach but also build stronger, more resilient connections with consumers.

If you’re not talking about your product, how will people ever discover it? Like any work, promoting your product requires a strong strategy. Which communication channels will you use? What messages do you want to convey about your product? How will you highlight your uniqueness? Which relevant media outlets should you target, and what events does your target audience attend? These are just a few of the factors you need to consider when entering emerging markets, and each element should be carefully planned for maximum impact.

Breaking into emerging markets with your beverage requires a strategic marketing mix that resonates. Combine the right channels, social media, influencers, events, with a touch of local culture to create a compelling narrative. Tailor your messaging to align with local tastes, highlighting what sets your product apart. Building awareness and trust is all about consistency and understanding your audience. Get the mix right, and you'll have consumers toasting to your brand’s success.

Les réseaux sociaux sont une bonne manière d'aborder un nouveau marché sans que cela ne coûte trop cher. L'un de mes clients a par exemple réalisé une campagne d'influence avec des créateurs de contenus grecs, ce qui a attiré l'attention d'un importateur grec

It may sound simple but understand the business norms. Business is not conducted the same everywhere, so before diving into exporting to a new emerging market, take the time to learn how business is done there and if the norms align with your company policies.