Selling is a whole different game!

How much I love creating new products.
Doing research, experimenting in the kitchen, then moving on to small batches in the lab, and finally understanding all the challenges to scale production.
And then, once the product is ready, bottled, labeled, already packed in a box, ready to be shipped...well, that’s where a whole new game begins.
Selling, in every sector, is a challenge. It's like playing on a tough, demanding field, full of objections, unexpected issues, things to do...price lists, samples, questions, presentations, meetings, meetings, and more meetings.

For this reason, I decided to ask my friend Beatrice Bridi, Passionate Business Developer @FERAL 🌿, as she describes herself on LinkedIn, a few questions.
Let’s get started!

Could you briefly introduce yourself and tell us a bit about your experience in the fermented and non-alcoholic beverage sector? What led you to focus on this industry?

Hi! I'm Beatrice, and I've been part of the Feral team since October 2023. My journey into the world of fermented beverages is somewhat unconventional, as I don’t have an extensive background in this area. I come from the F&B sector, where I've always had a deep passion for food, particularly Asian cuisine. During the five years I spent living in Myanmar, I fell in love with a local dish called lahpet, a salad made from fermented tea leaves.

When the Covid pandemic hit in 2020, I returned to Italy and worked on business development projects for several Italian vineyards. In the fall of 2023, I met Maddalena, the founder of Feral, and immediately connected with the project, the fascinating world of fermentation, and the broader field of gastronomy.

Today, I support the company’s business development, regularly traveling across Europe as we continue to expand into new markets.

When launching a new product in the fermented beverage market, what are the key factors to consider in the sales strategy? How do you approach introducing a new product to the market, especially if it requires consumer education?

The launch of a new product in the fermented beverage market can be a gradual process, particularly since many consumers are still unfamiliar with the diverse range of these drinks. While awareness in this category is currently limited, we’re seeing a rapid shift in consumer preferences towards the NO/LO category, which is driving growing interest.

The cornerstone of a successful sales strategy in this context is education. Developing consumer and trade knowledge is not something that happens overnight—it requires time and consistent effort. However, by offering in-depth training to agents, distributors, sommeliers, chefs, and other key influencers, we can not only elevate the profile of our specific product but also contribute to the growth and recognition of the entire fermented beverage category.

What are some of the main sales challenges you’ve encountered in the non-alcoholic fermented beverage sector? What advice would you give for overcoming these challenges, especially for new startups?

The market for non-alcoholic fermented beverages is still very promising, but when addressing the B2C segment, it’s crucial to emphasize the importance of educating consumers about the different types of fermentation. One of the biggest challenges in introducing such an innovative product is creating the right perception in the minds of your audience.

On the other hand, B2B clients are generally more receptive and open to exploring new alternatives in this category. For startups, my advice would be to focus on promoting the entire category, not just individual products, and to continuously innovate by introducing new and diverse flavors to the market. This approach can help build consumer interest and establish a stronger market presence.

With a new product category, consumer education is often essential. What strategies do you find effective for educating consumers and buyers about the benefits and unique qualities of non-alcoholic fermented beverages?

Health-related claims can be challenging to make and must be supported by solid scientific evidence. However, we can confidently highlight that reducing alcohol intake has significant health benefits. Promoting a healthy lifestyle begins with mindful choices about what we consume, and raising awareness of this is crucial.

Effective strategies for educating consumers and buyers include emphasizing the benefits of a low or no-alcohol lifestyle, backed by credible research, and showcasing how these beverages fit into a broader wellness trend. Providing clear, accessible information about the unique qualities of non-alcoholic fermented drinks and their role in supporting a healthy diet can resonate well with health-conscious consumers.

What are the logistical challenges associated with distributing non-alcoholic fermented beverages, and how can startups manage them effectively? Are there specific logistical considerations unique to this type of product?

The logistics for distributing non-alcoholic fermented beverages share similarities with wine distribution. While a cold supply chain isn't strictly necessary for a drink like Feral, maintaining standard storage conditions is crucial to preserve product quality.

One of the main challenges is ensuring effective tracking of the product as it moves from the production site to distributors and ultimately to the consumer. This involves establishing robust systems to monitor each stage of the supply chain. Additionally, traceability is critical in the food and beverage industry, making it essential for startups to implement reliable tracking systems to ensure transparency and manage any potential issues efficiently.

By focusing on improving logistics and investing in strong tracking mechanisms, startups can overcome challenges and maintain high standards throughout the distribution process.

How important are relationships with distributors for the success of a beverage brand? What advice would you give startups on how to select and work with the right distributors?

Building strong relationships with distributors is crucial for any beverage brand’s success. Distributors are more than intermediaries—they’re key partners who can significantly impact your brand’s visibility and reputation.

In a growing market, it’s important to choose distributors who share your vision and values. As your brand gains recognition, more distributors will likely approach you. While it’s exciting to attract attention, it’s also important to take your time selecting the right partners. By doing so, you can ensure your brand’s long-term growth stays true to your goals and values.

For new beverage brands, what are the pros and cons of focusing on the Horeca sector versus retail? How should a brand decide where to allocate its initial sales efforts?

To answer this question, it's important to begin by considering the positioning and target market of the beverage brand.

If the brand is developing a premium or niche product, the Horeca (Hotel, Restaurant, Catering) sector offers significant advantages. Horeca establishments, particularly high-end restaurants, bars, and hotels, can help establish the brand’s prestige and create a direct connection with consumers. The focus on quality and exclusivity in this channel aligns well with premium beverages, allowing for higher margins and brand storytelling. The downside is that Horeca is often fragmented, requiring personalized relationships with each establishment, which can make scaling more challenging in the early stages.

For brands aiming to introduce a mass-market or high-rotation product, retail channels are typically more suitable. Large supermarket chains and grocery stores provide the potential for higher volumes and broader reach, especially if the product has a competitive price point. The advantage of retail is the ability to tap into large, centralized purchasing networks and benefit from bulk orders. However, this approach can be costly due to listing fees, promotions, and the competitive nature of shelf space.

Once a brand has established its presence, how do you transition from a local market to a national or even international one?

Expanding from a local to a national or international market doesn’t always require establishing a strong home-country presence first, as our experience at Feral shows. It’s essential to identify markets with the highest potential based on consumer habits and demand. Tailoring your strategy to each market is crucial, considering differences in consumer preferences and regulations. Building reliable distribution networks and increasing brand visibility through partnerships or local events are key steps. Ultimately, the transition relies on research and flexibility, allowing brands to prioritize markets with the most promising opportunities.

How do you see consumer preferences evolving in the beverage industry, and how should startups adapt to respond to these new demands?

Consumer preferences in the beverage industry are evolving, with increasing demand for transparency and healthier options. People are becoming more conscious of what they consume, paying attention to ingredients, sugar levels, and overall nutritional value. Startups should respond by creating healthier beverages with simple, transparent labeling, highlighting natural ingredients and low sugar content. This focus on health and transparency will help them align with modern consumer expectations and build trust.

What are the top three pieces of advice you would give to a startup entering the non-alcoholic beverage market?

Be bold, try all the non-alcoholic drinks you can find, and surround yourself with a strong team!

Looking ahead, what trends do you think will shape the future of sales and distribution in the beverage sector? How can startups prepare to stay ahead of these trends?

Looking ahead, I believe that more wine agents and distributors will start embracing the non-alcoholic beverage sector. As the demand for non-alcoholic options grows, particularly in the hospitality industry, having a diverse product portfolio will become increasingly important. To stay ahead, startups should focus on building strong relationships with distributors and agents who are open to non-alcoholic products. Additionally, developing a broad and appealing range of non-alcoholic beverages will help meet the rising consumer demand and keep the brand competitive.

Finally, what excites you the most about the future of the fermented beverage market, and what keeps you passionate about your work in this industry?

While fermented drinks, like wine, have a long history, I believe the future of the beverage market lies in a broader range of innovative options. The excitement for me comes from exploring new ways to use ingredients and being part of a pioneering movement that transforms traditional concepts. What keeps me passionate about my work is the opportunity to be at the forefront of this evolving industry and contribute to its growth and innovation.