Brand portfolios: A cocktail of opportunity

Recession is not the time to trim brand portfolios, but to expand them, to take advantage of changing consumer behaviours.

Brand portfolios: A cocktail of opportunity

Tim Ambler

Recession is not the time to trim brand portfolios, but to expand them, to take advantage of changing consumer behaviours, as Tim Ambler demonstrates with examples from the spirits sector.

Recessions bring more brands but less business. At the volume end of the business, retailers’ labels squeeze the smaller brands, driving them into the arms of the big players. The big players may not particularly want these brands but the acquisitions increase their control over facings, more market share and keep production lines rolling. As the top consolidates, space below opens for...

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