Shed Family of Brands - Helping Brands Grow 2021 - Distilled Spirits Council
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Shed Family of
Brands
Helping Brands Grow
2021
The 64 Thousand $ Question How does one brand grow to national prominence, become a household word and become valued at hundreds of millions of dollars when others are put in close out bins only a few months after introduction?
Our Executive Management Team
JOHN W. FITZGERALD, CEO JEAN-MARIE HEINS, CHIEF MARKETING OFFICER
John Fitzgerald has been an investor in Broken Shed since July 2018 and joins
Broken Shed as CEO in 2019. John has spent several decades in finance and for Jean-Marie, a distilled spirits industry veteran, brings her marketing and
the last 8 years served as President of Good Foods Group. During that time operations experience to Broken Shed. She held leadership roles at
the company grew from 5mm in sales to 250mm in sales with distribution Sidney Frank Importing Co., Inc. where she was instrumental in the
across the US and Canada. launch and development of brands including Casamigos Tequila, Grey
Goose Vodka and Jägermeister, developing and executing a variety of
innovative marketing programs for the company’s full portfolio of
brands.
STEVE BELLINI, PRESIDENT
Steve, an industry veteran who has held leadership positions at Seagram PAUL CRISCUOLO, CHIEF COMMERCIAL OFFICER
Americans, Future Brands a JV between Jim Beam and Absolut and most
recently Mast Jägermeister (formerly Sidney Frank Importing Company). Paul brings experience from the supplier and distributor side to Broken
During the course of Steve’s career he has successfully managed the sales Shed. His industry experience begins with Seagram’s Americas in 1978,
and distribution of leading industry brands including, Crown Royal, Captain moving from Sales Rep to Vice President-Sales Control States. He had a
Morgan, Jameson and Makers Mark. Steve brings a unique blend of open and similar role at Allied Domecq until their sale in 2006. He joined
control state experience to the Broken Shed family. Southern Glazer W & S as Vice President-General Manager - Mid Atlantic
until 2016. In 2017, he created Aged Whiskey Man Consulting, LLC where
he guided several Craft distilleries on “Route to Market” and consulted
with several large distilleries on possible ventures within the Spirits
MARK SIMMONDS, MASTER BLENDER
industry. In 2019, Paul joined
3 the Broken Shed Team as Vice President,
Mark was one of the three founders of Broken Shed. He has been in the National Sales Leader. Paul currently serves on the Board of Directors of
beverage industry since 1992 and was responsible for developing BSV. He’s the North Carolina and Virginia Spirits Associations. He is a former Vice
based in New Zealand and, as Master Blender, is responsible for all President of the NABCA Industry Steering Committee, member of the
production and quality control. American Craft Spirits Association Tasting Panel, Life Member of “The
Keepers of the Quaich” and a Walter Camp Football Foundation member.
Paul received a B.A. in Economics and African and Middle Eastern Studies
from the University of Colorado-Boulder.
● Top 5 suppliers control 54% of spirits sales = Pressure to Perform ● Continued consolidation in all three tiers ● 2000+ craft distilleries & new brands vying for attention ● Brands need “boots on the ground” to succeed
● Manage and Develop Your Route to Market
● Manage Distributor Relations
● Sales Planning
● Sales Programming
● Pricing
BSV Service Menu ● Analytics
● Inventory Management
● Establish and Monitor KPI
● Marketing, Events, POS, Sampling
● Field Representation
● And so much more.
“Broken Shed Vodka is a shining example of how to launch a brand. They have all the elements: a strong team working the trade, strong leadership and they bring the knowledge gained in the field back to our team to develop the brand even further. They capitalize on having an excellent brand with a coolness factor, artisanal image, homespun aesthetic and their industry knowledge to build the brand - it's not just listing numbers in a deck, it is combining good field knowledge and industry experience with a great product to put forward great programs and materials to support the brand.”
What We Accomplished
in 2020
+206%
Increase in 2020 9L sales Top 200 USA accounts (on & off)
vs same accounts in 2019
Distributor shipments to retail accounts OPEN States based on calendar years
+69%
9L USA Sales Growth CY2020 over 2019
+2,971
9L USA Sales Growth CY2020 over 2019
Distributor shipments and accounts sold based on calendar year Accounts sold impacted by Covd Closures, Primarily On Premise
1,302
Regional and
National Chain
Account
locations
purchased
BSV in 2020
10We increase brand visibility in off premise accounts with tastings, staff education, better facings, displays & program activation
On Premise Back Bar Visibility Staff Trainings Menu Placements Special Events
We spread the brand’s story at distributors, accounts and industry trade shows (in person or virtually)
14 USA Market Coverage
BUILD A FOUNDATION
HAVE THE RIGHT FUNDING
KNOW THE FUNDAMENTALS
REMAIN FLEXIBLE
FOCUS, FOCUS AND MORE FOCUSContact us Phone Email
John W. Fitzgerald +1 (773) 677-1199 JWF@BrokenShed.com
Steve Bellini +1 (516) 429-7224 Steve@BrokenShed.com
Jean-Marie Heins +1 (914) 282-0457 JMH@BrokenShed.com
Paul Criscuolo +1 (919) 247-0706 Paul@BrokenShed.comYou can also read
