Latis to Test Belgian Oppty
From Beer Marketer’s Insights
While import shipments flattish in 07, Belgian shipments, driven by Stella, up nearly 50% thru Nov. That may create sweet spot for new import co, Latis, headed by former InBevexecs Dave van Wees and Anthony Giardina, who have lotsayears of successful sales, mktg. experience building Stella and other InBev brands in US and abroad. Latis is bringing in PALM portfolio of brands which sell about 430,000 bbls in Belgium and not much anywhere else yet. Brewery dates back to 1747 (current owner still has family tie to founders), has 4 fermentation methods and brands in each Belgian segment, so it’s got key history/authenticity markers, sez Dave. Plus brands are “premium but approachable” in taste and provide “higher than normal margins.” Lead brand PALM is #1 ale in Belgium, with craft-like appeal. Latis focusing on 15-20 US DMAs for now. Has already signed on with Manhattan Beer in NY metro and Liquid Investments in Calif. and lookin’ for distribs able to build specialty brands who are “willing to invest and have a portfolio gap.”
This article appeared in the Beer Marketer’s Newsletter on January 22, 2008. Vol. 9 #93.