The fundamental of successful participation in the beverage market is productive mutual understanding between the brand owner and the producer. This fundamental should be based on defined principles which make up cooperation of real strength and strategic benefit.
What are these principles?
Correspondence
One should consider the manufacturer as an addition to one’s business, as one’s asset. To what extent can production be considered ‘tailored’ to the parameters of your business? How flexible is the asset? Ideally, the manufacturer and your business should be perfectly combined: the manufacturer has good potential to grow alongside your brand, flexibly adapting to challenges and opportunities and finding solutions. For example, ensure that the manufacturer is willing to produce alcohol in a small quantity, and that you will not be forced to order more than what is required – this sort of production should be considered a potentially ‘problematic’ asset which is worth avoiding.
Communication
The majority of problems in contract bottling project management are linked to poorly constructed correspondence and distorted information which leads to mistakes, missed deadlines and shifting responsibilities. Communication must be established as a system: it is understood who is responsible for what and how one should report completed work. Necessary specialists should be available to provide qualified answers to any questions, with problems being solved efficiently. This is especially important regarding communication with foreign manufacturers who may have different mentalities.
Honesty
Honest, open relationships allow one to avoid strategical problems. Foresight an understanding of risks afford control over situations. To what extent can one freely speak with one’s partner about issues and complexities? Or does the manufacturer prefer to mask the problems, conducting secret activities behind your back? Is the manufacturer ready to speak frankly about all possible extra costs or increases in price of the contract due to the occurrence of force majeure? Is the production open, and are the specialists available at any time in order to reassure you that all is going to plan?
Quality
You must be sure that the release of the product is of a high standard and does not lead to any legal issues. The existence of an international quality system within the business is absolutely necessary for cooperation. The manufacturer must be able to guarantee there are no issues with the products, having obtained the necessary patents in a timely fashion.
