Distributor Spotlight: Laiko Cosmos Trading
CHRISTODOULOS KOUNTOURIS
Commercial Director, Laiko Cosmos Trading in Cyprus
With over 20 years of experience in sales, Christodoulos Kountouris has been part of Laiko Cosmos Trading, a leading distributor of consumer goods, since its establishment in 2012, holding various high-profile positions. Offering a wide variety of well-known brands in the food and beverage market through a dynamic, agile, and inspired team, the distributor excels in what they do. Fostering and promoting some of the most well-known international food and beverage brands, including a portfolio of 130+, their spacious and contemporary warehouses can store ambient, chilled and frozen products with ease, allowing them to support 4,000+ customers in all relevant channels throughout Cyprus, supported with a workforce of 170+ capable and well-trained staff have the ability to market, sell and distribute their products, including our award-winning range of Tonic Waters, Soft Drinks and Sodas, with ease.
GET TO KNOW OUR DISTRIBUTOR
- When did you start working with Franklin & Sons?
2020
- How big is your team?
We employ ~250 individuals, with Michalis Papaioannou, Spirits and Beverage Marketing Manager, and Antonis Antoniou, Local Frankin & Sons Brand Manager, being key to the success of the Franklin & Sons brand in the Cyprian market
- What attracted you to the Franklin & Sons brand?
“We were looking for a premium mixer brand that could provide options for both us and our customers, of which could not be offered by competitive brands. We found that and more with Franklin & Sons.”
- What do you love most about the Franklin & Sons brand?
It’s a unique, premium brand with a long history and rich heritage that is recognised as offering unique SKU options. The brands premium quality, feel and aesthetic is highlighted in both it’s liquids and packaging, with such qualities allowing us to easily market the brand successfully in the local market
- What’s your favourite Franklin & Sons flavour?
Natural Rose Lemonade and Brewed Ginger Beer both do it for me. The former is unique and provides unrivalled mixability. It’s right up my street in terms of taste preference. The latter is just right in terms of kick. I’m really intrigued by all Franklin & Sons flavours, with all offering a well-balanced taste experience and great carbonation to aroma/flavour ratio
- How would you describe the Franklin & Sons brand in 5 words?
Unique, mixable, tasty, well-balanced and carbonated
THE CYPRIAN MARKET
- What has been an outstanding activation we’ve done in the market?
We have managed to integrate all SKU’s that we stock within our vast and leading sprits brand portfolio. This has allowed us to run an immense number of activations, both in the off-trade and on-trade, in collaboration with our key spirit partners
- What’s the most popular cocktail in the market?
This can vary from a Paloma to a Porn Star Martini, a Negroni and even a classic Mojito. In addition, spirit and mixer long drinks (primarily with pink grapefruit soda or tonic water), specifically those based with gin and vodka, are also popular. We also find that Mediterranean-based cocktails are a big hit in the local market. These usually feature Mastiha, a sweet liqueur produced with the mastika resin from the Greek island of Chios, or citrus fruits and/or berries
- In your opinion, what is the main challenge for Franklin & Sons in the market?
It has to be international recognition. Although we have created a strong and dedicated following, especially with reference to key SKU’s, we find that some customers prefer working with more mainstream brands such as Fever-Tree, Fentimans, Three Cents, Double Dutch and London Essence. We’ve also noted a move towards cheaper mixers, even in premium cocktails, such as Schweppes, with the reasoning being predominantly driven by price
- If you could do any activation without limitations, what would be a goal for Franklin & Sons in the market?
Create an even stronger cult following through venue advocates for the brand, including both Brand Ambassador support and dedicated account representatives. For such brand, alongside extensive product portfolio, in my opinion, it is essential to win over the accounts and create loyalty within the bar community. This will then be passed on to on-trade customers and gradually migrate to at-home consumption
- What are you excited about coming into 2025 with Franklin & Sons? Where do you see an opportunity to thrive?
Running even more activations in the on-trade to drive further hype around the Franklin & Sons brand. It’s important to win the on-trade however, as previously, I also see opportunities for at-home consumption, with the two complementing one another
FRANKLIN & SONS HIGHLIGHTS
VISIBILITY & AWARENESS
- What has been a good activation in the market with consumers?
The ‘Spirit and Bubbles’ activation that we ran in selected on-trade accounts, where we gave customers the opportunity to select their own spirit base and have it paired with a relevant Franklin & Sons mixer. The reception was great and proved interest in the Franklin & Sons brand, augmented even further when supported by popular spirit partners
DISTRIBUTION
- What are the two top accounts/new accounts?
Bálza, a rooftop bar and restaurant offering a unique experience with amazing views of the city, and Zonkey Bar, where expertly crafted cocktails meet a lively atmosphere, creating truly unforgettable evenings
- How many listings does Franklin & Sons have in the market?
We are listed in 200+ accounts throughout the island
- How many Franklin & Sons flavours are there in the market? What’s the best performing flavour?
We currently distribute 9 SKU’s from the Franklin & Sons range. Our best sellers are the Natural Indian Tonic Water, the Natural Light Tonic Water and the Original Ginger Ale. Other SKU’s are a little more niche in terms of taste and hold a smaller percentage split. The Natural Indian Tonic Water is of course, with its mouth-watering flavour, incredibly versatile and thus has the highest demand. As for the Natural Light Tonic Water, we are one of only a few brands that stocks such variant. With the ever-growing trend towards healthy living, this SKU thrives in the market as it provides consumers with the great attributes, of which the Franklin & Sons brand is renowned for, in a lighter form
