In this podcast episode, Filiberto welcomes his Dutch friend Adhy Singagerda, an expert in developing global beverage and food brands. Adhy shares his extensive experience working with major brands like PepsiCo, Coca-Cola, and Red Bull, as well as his recent work with Galvanina soft drinks in Europe. They discuss approaches to international market expansion, emphasizing the importance of understanding the brand and local market dynamics. Sigagerda explains the critical role of category education, managing expectations, and setting clear contracts in successful brand growth. He cites examples from his career, including challenges with coconut water and the strategic focus needed for emerging categories. The conversation also touches on the importance of cultural fit, transactional relationships, and the complexity of balancing flexibility with clear contractual agreements.
In this Episode:
00:00 Introduction and Guest Welcome
01:25 Adhy's Background in Beverage Industry
04:34 Approach to Export Business
05:07 Understanding the Brand and Market
09:04 Role of Category in Market Expansion
21:12 Cultural Fit and Relationship Building
26:02 Managing Expectations and Flexibility
37:47 Importance of Contracts and Value Chain
44:44 Conclusion and Farewell
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