Distributor Spotlight: Empire Distributors for North Carolina, USA
LAURA GLENN
Director of Supplier Relations for Empire Distributors of North Carolina, Inc.
In her role she is responsible for all aspects of supplier integration into the Empire houses. She is the first point of contact for Empire’s supplier partners. Working with all the various Empire teams she coordinates goal expectations and supplier interaction with the sales divisions as well as coordinating the purchasing, pricing, marketing and chain team’s product execution.
Further Laura is charged with new supplier acquisition and development for the Empire network. This position offers a true 360-degree view of all aspects of Empire business and allows her to develop strategies that benefit the company, the supplier and Empire’s customers. Her philosophy truly matches Empire’s credo of “Building Brands and Developing People”. Laura has been in the beverage industry for 32 years and has spent the last 27 of those at Empire Distributors. She started out as a sales trainee and moved through various roles including Director of On-Premise Sales.
GET TO KNOW OUR DISTRIBUTOR
When did you start working with us? And what drove you to it?
We just started with Franklin and Sons this past May. We were looking for a high tier mixer line to bring a quality product to our customers and Franklin and Sons stood out as the clear choice. Ultimately, the history, the tradition and the reputation of the brand spoke to us, and we knew our customers would be thrilled to have this in their establishments.
What would be the highlight of working with the brand so far?
The diversity and quality of the products are both key selling points, but it is the people associated with the brand that make Franklin and Sons a delight to work with. The energy, enthusiasm and the dedication to educating our people and the consumer is simply second to none in the entire category right now.
What are key characteristics of the American market that most people wouldn’t know?
Americans are very passionate about their cocktails and the ingredients that are employed in their creation. Americans are in a nostalgic, experimental phase where they want to try the classic cocktails with a modern twist. Franklin and Sons plays right into that with their great flavour combinations and their commitment to quality and sustainability. Bartenders and cocktail specialists love to work with the brand because of this.
What’s the most popular cocktail in the market?
Right now, it is a toss up between a Negroni and an Old Fashioned.
In your opinion, what is the main challenge or opportunity for Franklin & Sons in market?
Name recognition. While Franklin and Sons is the star of the Continent, here in the US it is a “new” brand. The challenge is relaying the story, the history and the philosophy to the consumers. There are many mixers in the US market, but none have the cache that Franklin and Sons does.
It is going to be a full press team effort to get the message out there. If early sales are any indication, this message is being taken to heart and Franklin and Sons is already on fire.
If you could do an activation without limitations, what would be a goal for Franklin & Sons?
One of the best activations we have seen in North Carolina is a mixer-band-brand-themed cocktail bar that was created by a local distillery. This permanent structure highlights nothing but that one mixer in point of sale, décor and naming. All drinks are crafted especially to highlight the mixer and the cocktail created with that mixer.
What are you excited about working with Franklin & Sons across the next quarter?
We are really looking forward to expanding our distribution…particularly with the addition of new flavours, sizes and packaging from Franklin and Sons. The possibility of having cans means the sky will be the limit to expansion with our accounts.
How many SKUs of the range do you currently take?
We have 10 SKUS at present and are looking forward to expanding that base as soon as possible.
What’s your favourite Franklin & Sons SKU?
I am partial to the Club Soda. The clean fizz is perfect for vodka in the afternoons and Scotch in the evening.
How would you describe the brand in 5 words?
