Grabbing market share in the beverage sector

Buying a drink used to be so simple. We had a favourite tipple and that was that. But our thirst for innovation and changes to distribution models have created opportunities for launching new brands. Along with Nadia Cameron, Editor at CMO, we spoke to two marketers at the helm of businesses looking to grab market share in a highly competitive marketplace.

Paul Gloster has had over 25 years’ experience in marketing and strategy, working with companies such as Coca Cola Amatil and Carlton & United Breweries. He now works as Global CMO for Lyre’s – the world’s leading Non-alcoholic Spirits brand.

Fraser Lockwood started his career in market research before moving to an in-house insights role in Lion’s Spirits business arm, Bacardi Lion. After a significant stint in insights and innovation launching new RTD’s, Ciders and Spirits into Australia he moved into Brand Management on the Bacardi Trademark. In 2018, Fraser moved to SouthTrade International to head up the marketing team. It’s since become the fastest growing spirits distributor in Australia.


1.18 – Introduction to the Launch Marketing Council

3.10 – Lyre’s Spirit Co CMO, Paul Gloster, shares the importance of reinvention in the brand’s launch strategy

13.25 – Southtrade International marketing director, Fraser Lockwood, explains ‘educator’ and ‘non-conformer’ as launch marketing techniques

20.00 – How to use market and customer insights when building a launch marketing approach

26.00 – The role of defining and evolving personas and what role context and occasion play

28.10 – Unpacking pricing in a launch marketing effort

35.50 – How COVID-19 is impacting 2021 launch plans and the rise of ‘artisanship’

41.50 – The disruption of brand loyalty and brand paradigm

43.10 – What the rise of the self-serve consumer, direct-to-consumer mechanisms and the ‘in-premise channel’ has done to the path to market

45.15 – Low-risk ways of seeding a brand opportunity

47.50 – The role of brand identity and packaging in launches

Matt Lawton