In this interview, Enrico Mulas, a former colleague from Campari, shares his diverse professional journey, which spans trade marketing at Shell, consulting at Value Partners, HR consulting at Towers Perrin, and multiple roles at Campari, including Country Manager for China and Switzerland. Enrico discusses the significant consolidation and evolution within the international alcohol beverage industry over the past 15-20 years and the importance of critical mass for in-market distributors. He also explores the role of innovation, particularly in non-alcoholic beverages, and the challenges of merging consumer analytics with product quality. Furthermore, he touches upon the complexities of entering the Chinese market, emphasizing cultural adaptations and strategic partnerships. The discussion extends to trends like premiumization, potential growth for medium-sized companies through private equity, and the broader impacts of regulatory changes and sustainability pressures in the beverage sector.
In this episode:
00:00 Introduction
01:18 Career Journey and Consulting Experience
03:19 Transition to Campari and Industry Insights
07:05 Distribution Strategies and Market Trends
35:22 Opportunities in Crisis and Innovation in Packaging
36:34 The Importance of Product Quality and Shelf Life
46:00 Navigating the Chinese Spirits Market
57:45 Future Outlook and Industry Trends
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