Ep 2: How Tyson Branz Reinvented A Liqueur Category and Conquered Export Markets

How do you break into a category that’s completely dominated by one major, very cashed-up player?

If you’re Tyson Branz Destileria Barako Corp, you test the local market and build up a fan base who spread the word wherever they go, helping to do the marketing for you.

In this episode, Tyson explains how he and his team developed Ube Cream Liqueur, and how they turned it into an export dynamo by turning locals into true fans. He covers:

1. Why entering competitions is a good strategy

The power of a medal can open doors and he explains how and why.

2. Trade fairs versus the direct approach

There’s a time to run a booth at a trade fair, and a time to get out and meet people. Tyson explains how he decided on his trade strategy.

3. Know the occasion for your brand

Destileria Barako is in the Philippines, where people consume alcohol in a very particular way. By knowing how the drink would be consumed, the team turned Ube into the must-have party drink.

4. Identify your export market

Sometimes it’s not the country you need to target, but the ex-pat community within that country. Here’s how and why to do it — and how to respect your target audience.

5. Market data vs gut instinct

When to pull the trigger and launch a new product.