As bars and restaurants began to reopen in China in March, Spanish producer Zamora Company saw an 80% recovery in volume sales by the start of April. While China is several months ahead of western Europe and the US, its turnaround is providing optimism for a swift on-trade recovery. The Zamora Company provided some insight into how it is helping its on-trade partners recover by providing payment terms, using its’ brand social media to draw in consumers, and using creative promotions.
“The brands have to be extremely proactive and engaging with the people,” says Emilio Restoy, managing director at Zamora. “It’s our route to market. If it doesn’t work, we as an industry don’t work.”
Source: Drinks International, April 2020