Our Way of Work

• We are a unique omni-channel sales committee on the market, gathering expertise in all sales channels: modern trade, wholesale, specialists, e-commerce, on trade, institutional and direct sales.
• We are a multi-category hub with a precise understanding of market drivers and trends with the objective to create value for the short and the long terms.
• SOCD methodology allows us to split the market in sales 36 sub-channels to design an ad-hoc distribution strategy for each of our brands and products in line with the brand positioning and to seek the highest impact on the market within the BLN Brands value strategy.
• “Glocal” philosophy: think global, act local. We are experienced in driving global brands in international leading companies. We developped sensitivity as Brand Owners to design and to implement meaningful sales initiatives, building on a regionalized structure and ad-hoc strategies.
• Top 3 average RSP on the market, generating value all through the value chain: our clients, our brand owners and BLN Brands.
• 1.5 M Cases, 11 categories, 87 sales experts supported by 212 merchandisers and push girls to serve 200 Off trade customers in 23 cities.

• We service all key cities across the country and embrace their diversity. We segment the on trade channel in 19 subchannels covering Restaurants, Hotels and Night Clubs. Together with the marketing team, the brand owners and our regional managers we design specific plans and recommendations for consumer targets, outlets profiles and region characteristics, deploying our SOCD methodology.
• “Night on trade team”, multiregional team leading the channel, tackling opportunities across the country, sharing best practices improving the performance of our brands in the night.
• México, one of the most visited countries in the word, with more than 30 million tourists per year, 30% coming from USA & Canada. We have a specialized team focus on the main touristic areas: Cabos, Puerto Vallarta, Cancún and San Miguel de Allende.
• Follow up of the performance with our own sales force software named “OPI” (On Premise Intelligence). We monitor any agreed KPI at the account level such as volume, visibility, brand activations, listings and trainings.
• On trade universe with 2,200 accounts, serviced by a team of 31 sales executives, divided in 6 regions.

• 6 business units encompass 11 different categories. BLN Brands has positioned iconic global and local brands as consumers favorites in Mexico. Our team adapts as a chameleon according to each brand needs with strategic capabilities that can translate global strategies to ad-hoc local marketing plans, brand campaigns, and BTL activities.
• Every year the team designs and executes plans for a sum of 30 million dollars investments, where each brand gets a specific plan based on market / consumers opportunities and a selective distribution strategy. More than 1,000 on trade accounts are activated from fine dining restaurants to high energy night clubs, 1,600 off trade accounts activated annually in modern trade, specialized stores, convenience or e-commerce, and 8 million dollars communication plans that goes from TV, OOH, Digital, PR, and marketplaces ads.
• The team tracks each of our partners performance through monthly business reviews including sales performance, control of A&P investments, an omni-channel activation tracker. Objective is to ensure alignment with plans and agreed targets, as well as to design potential corrective actions and additional initiatives to drive growth.
• We have agency partners (Digital, Media, PR) in our network that insert our brands into contemporary cultural settings & help us to understand our consumer needs. In addition, tools such as social bakers for social listening and Kantar brand tracking studies give us vital market insights to build on.
• Data strongly drives our decisions. Our business intelligence team can find market insights using different data points from ISCAM, NIELSEN, and IWSR that we use to strengthen our brand plans.

• We ensure privileged visibility in 1600 POS and create 9,000 breath-taking shopper & customer experiences every year.
• Own methodology SOCD : An in-house innovative platform to drive our selective distribution model & to guide trade.
• Via our SFAs “Kimetrics & OPI” we monitor the POS execution and Brand performance with the highest global standards both in On & Off trade channels.
• We manage 25 millions USD off-trade investment via PICO, a proprietary budget planning and controlling software that enables us to manage in real-time.
• We embrace strategic business pilars together with the marketing team and the Brand owners. Objective is to cover all the cicle brief process in terms of planning (TM Strategy), design (TM Implementation) and execution (TM Operations).
• Nationwide execution covering 1,160 stores with 12 supervisors, 133 merchandisers & 79 pushgirls. investment in line with brands strategies, building on our precise market understanding

• Supply planning through personalized monthly S&OP with each of our brand owners, where together review more than 500 SKUs, to deliver high degrees of reliability (75% forecast accuracy).
• We manage 29,000 orders annually from 300 customers, shipping to 1,200 different delivery addresses nationwide, with a fill rate above 96%.
• 4 Distribution justifys (CeDis) (Mexico City, Guadalajara, Cancun, and Los Cabos) operated by 90 employees, that provide warehousing in more than 14,000 m2 for 13,000 pallet positions. The locations allow us to be close to our customers and support the sales regional strategy. All “CeDis” have refrigeration capabilities that ensure the highest quality storage of our wines. In addition, these “CeDis” also can work on demand, in the transformation and packaging processes of the products.
• We import more than 950 containers annually from 10 countries by sea and land. Also, we bring products in more than 150 containers from national brand owners from 5 Mexican states.
• We strictly comply with industry and government regulations such as employee and merchandise safety, ETI Code, fiscal precinct, product labeling and fiscal stamps, advised by external experts.

• Supported by a high-standard analysis culture, driven by the expertise of the Business Control team; our business-pillar organization method ensures an efficient focus on each brand owner and brand with both cross-sectional and ad-hoc KPIs.
• Implementation of a virtuous value chain specific to the strategy of each brand, taking care of the parties’ interests and ensuring the margin levels of each stakeholder.
• Efficient planning through a collaborative process with brand owners, based on an agreed-upon calendar to tackle short- and long-term goals with Monthly Business Reviews, an Annual Budget, and a 3Y Plan.
• Implementing solid processes and efficient IT tools guarantees precise management and risk prevention. We work with SAP S/4 Hana, SAP Analytics Cloud, Salesforce, Concur, and in-house add-ons and software.
• We have the support of great financial partners such as BBVA, Santander, Sabadell, HSBC, Monex, Invex, CiBanco, and KPMG annually audits our accounts.

• We enjoy a 75-year legacy of strong family values and an unparalleled reputation in the market.
• An effective method to identify, attract, and retain the best talent in the market, ensuring the highest international standards in line with our brand owners’ requirements. We have less than 5% turnover and an average length of service of 8 years.
• We have an arsenal of human resources tools (OMR, individual career plans, talent calibration, succession planning) that ensure the growth and development of our teams and our organization. We are driven by culture of high standards, accuracy, structured methods, agility and adaptability to the change we face constantly.
• Through our organizational development platform, “Engage me,” we evaluate and guide our team members toward goal achievements and professional growth.
• We work with international standards in learning: 100% of our sales team is trained in WSET’s (Wines & Spirits Education Trust) Level 2 getting an award in Wines to ensure the highest level of knowledge on the market. We have a Leadership Team trained on innovation, creativity, negotiation and purchasing skills.
• We firmly believe in equity and foster diversity. We lead the main ESG foundation of the industry on the market.
• We believe in personal success added to team victories to drive further significant results and achievements.

Communication Skills: A BD should be able to negotiate. While they might not be the one closing the deal, they are responsible for generating leads and moving forward through the business funnel.

Project Management: These skills include leadership, analyzing, managing risks and designing strategies by prioritizing and engaging all connected areas, supporting teamwork, resolving conflicts and evaluating performance.

Sales & Marketing Skills: BD must understand the basic principles of sales and marketing and how to apply them in their role, the goal is to grow the business through prospecting, nurturing relationships with BO´s and updating the customer management platform.

Business Knowledge: The BD uses insights as tools and has a deep understanding of markets. These skills involves researching needs and competitors understanding to gain a broader view of the target market.

ROI and data analysis: A BD must be able to track returns on investments (ROI) and have the data to support it when presenting to the organization, BD needs to pursuit the boost to grow the company, beneficiating the ability to succeed in the path.

Creativity: BD has the ability to explore and create ideas to help the teams remove boundaries and look at challenges in a different way.