In today’s rapidly evolving wine and spirits market, new brands are taking the world by storm, expanding into export markets at lightning speed. From wines and spirits to trendy cocktails, it’s often the newcomers that are achieving greater success more quickly, driving more sales, and commanding higher prices. But why is this happening? Why are new brands, with little history or experience, outperforming established names that have been producing quality products for generations?
It might seem surprising at first. After all, you’d think a well-established winery or distillery, with decades or even centuries of experience, would have the upper hand. They have built a reputation over time, often boasting quality products that have stood the test of time. Yet, it’s these young, hungry brands that are capturing the attention of global consumers and distributors alike. Let’s explore the reasons behind this shift.
The Hunger to Survive
New brands don’t have the luxury of resting on their laurels. For them, every sale counts. Their very survival depends on their ability to quickly establish a foothold in the market. They have no choice but to be aggressive, bold, and innovative. They push hard to stand out, offering creative marketing campaigns, forming new partnerships, and going above and beyond to attract distributors and consumers.
On the other hand, many established brands have already secured their place in a few key markets. They may be running on autopilot, relying on their existing relationships and reputation to sustain their business. While this approach might be comfortable, it lacks the drive and urgency of a new brand trying to break into competitive international markets. As a result, these established companies sometimes miss out on the opportunities that younger brands are seizing with both hands.
Fearlessness in Sales and Marketing
New brands tend to be much less risk-averse. They’re not afraid to experiment with new sales strategies and innovative marketing approaches. Whether it’s leveraging social media influencers, creating buzz with limited-edition releases, or hosting experiential tasting events, new brands often take bold steps to get noticed. They’re willing to invest heavily in digital marketing and adopt unconventional tactics, knowing that they have to do something special to cut through the noise.
Established brands, in contrast, can be more conservative. After years of success, they might stick to tried-and-tested methods, which, while solid, don’t always resonate with today’s fast-paced, digitally driven consumer base. This reluctance to adapt and innovate can leave them playing catch-up to the more dynamic newcomers.
A Fresh Perspective
There’s another reason why new brands often rise faster in export markets: they bring fresh energy and ideas. Often led by younger entrepreneurs or teams with a modern outlook, these brands are more in tune with current trends and consumer preferences. They understand the importance of storytelling, branding, and engaging with their audience on a deeper level. In contrast, older brands can sometimes appear outdated or out of touch, relying on their history rather than innovation.
Interestingly, we sometimes see long-established brands experience a sudden surge in success when a new generation takes over. Fresh leadership often brings a willingness to shake things up, try new approaches, and inject the business with the energy and ambition of a startup. These brands can experience rapid growth when they embrace change and approach the market with the same hunger as a new brand.
Established Brands Can Still Win
Despite the current trend favoring new brands, established companies can still compete – and win – if they’re willing to put in the work. If these brands adopt the same level of motivation, energy, and creativity as their younger counterparts, they can leverage their long-standing reputation and quality to outperform the newcomers. The key is to break out of autopilot mode, embrace bold marketing strategies, and aggressively pursue new opportunities.
At Distributors Road, we welcome both new and established brands. For us, the quality of the product is what matters most. Whether your brand has been around for 10 months or 100 years, if you’re ready to take your export sales to the next level, we’re here to help. We offer the most aggressive and effective sales strategies available, at the lowest cost. That’s why so many brands, both young and old, are choosing to partner with us.
The opportunities are out there for all – the question is: are you ready to take them?