RECO EXPORTS Responsible for the marketing of 10 Leading BWS (Beers, Wines, Spirits) Suppliers

From June 2014 to March 2019, RECO EXPORTS took charge of managing the multi-million-pound consumer marketing budget at Sainsbury’s for the top 10 BWS (Beers, Wines, Spirits) suppliers, including Diageo, Brown Forman, Bacardi, Heineken, AB InBev, and Molson Coors.

RECO EXPORTS handled all promotion activities, both in-store and out-of-store, as well as implementing projects based on supplier and category data through the Nectar loyalty program. As a result, multiple successful introductions of new products were made at Sainsbury’s, including Pernod Ricard Lillet, Martini Fiero, Jack Daniels Rye, Bud Light, and Crémant de Loire. A significant collaboration between Coca-Cola and Budweiser for the 2018 FIFA World Cup increased the Beverage category in Sainsbury’s stores by 5%, attracting over 150,000 new consumers to the category.

Another significant achievement was the pioneering data analysis project of William Grant. By analyzing customer BWS purchasing behavior through loyalty program data, valuable insights were generated and used for personalized marketing strategies tailored to consumer preferences.

Throughout the tenure, the role of managing the marketing budget at Sainsbury’s emerged as more than just an action but as a strategic initiative that contributed to the rise of the BWS sector in the British market.