‘WE ARE THE LEADING WINE & SPIRIT DISTRIBUTOR IN NIGERIA’ – Wilson Theodore Roosevelt, 26th American president, youngest ever though said “The best executive is the one who has sense enough to pick good men to do what he wants done and self-restraint to keep from meddling with them while they do it”. These words rightly describe, Paul Wilson, the Managing Director of Brain Munro Limited, makers of the famous Campari spirit. Paul Wilson’s leadership style is like that of Mahatma Gandhi who said leadership is not about muscles but it means getting along with people. In this exclusive interview, the MD, who treats his members of staffs as one big family, reveals the secret of the success of brands in Brain Munro’s spirit and wine collections, and gave details about the ongoing promotions on Campari among other issues. Excerpt You’ve been in the Nigerian market since the 60’s but you’ve been silent. Is this your selling tactics or strategy? We have a dichotomy, a manufacturing company where we produce our own range of nutritional products. And in addition to that, we import a wide range of wine and premium spirit. Which we‘ve been doing from the 60’s. Its not necessarily our startegy. We are not an ostentatious company; we’ll like to think while our brands do the talking for us, Brain Munro is really about that premium brand. We can say with complete confidence that no brand that Brain Munro handles is anything other than a premium global brand. What Brain Munro enjoys is a good reputation, code of conduct and a good ethical behavior in the trade and the market place. We don’t blow our trumpets, we like our products to speak for themselves. We are the leading spirit and wine distributor, even in Africa. Which are the brands that you have under Brain Munro? Starting with the premium spirits, we have the Campari groups of spirits which include Campari, a brand that has been in Nigeria for many years. We are celebrating the 250th anniversary of Campari and with its wonderful profile; these products have been known in the Nigerian market. We also have whiskey, American honey (a mixture of whiskey and honey etc. We also have a wide range of Faustino wine and spirit, the popular B&G wine with many varients How challenging has it been operating in Nigeria? Life is full of challenges. There are lots of challenges and it’s been competitive; It’s been challenging especially since the subsidy removal issue began and one has to economize with minimal budget. Brain Munro has been in Nigeria for 60years now and we try to promote our brand in spite of these challenges. In your words, what gives you the competitive edge in the Nigeria? We have a lot of experience, our staffs are well trained and highly motivated people. I think we have a well rounded strategy and work with credible people who are loyal; it’s a good chemistry How have you been combating counterfeits of your products? That’s a very good question. Our products are hard to be faked and we advise our customers to be vigilant. Another thing is that we work very closely with the traders in order to detect counterfeit products. But the most important thing is that if you have a quality brand and its in supply, you don’t give room for counterfeits. It is important that as you build brand you popularize them in the market place. You also support the distribution channels. One can never say that 100% you can keep mischief makers out. If you can provide good products and sustain its availability in the market, then you can curb the activities of counterfeits. Lets talk about Campari, You are presently running a consumer based promo, what propels such a promo? Campari is a well established brand in Nigeria. Its the first choice quality drink in the Alcohol and Spirit category to launch a Consumer and Trade promotion across five major cities in Nigeria. These cities are Lagos, Aba, Onitsha, Port Harcourt and Warri. The 8 weeks promo aims at rewarding Campari loyal consumers and stockist it kicked off on the 28th of March 2012 and will end on the 28th of May 2012. The Promo is taking place in open markets, grocery supermarkets and bars. Campari is an alcoholic spirit obtained from an infusion of bitter herbs, aromatic plants and fruits in alcohol and water with its distinct color and flavor. It comes in 20cl and 100cl bottle. For the Trade promo, wholesalers and retailers will be encouraged to stock and creatively display Campari; points will be awarded to traders daily based on the quantity and creativity of Campari displayed. Prizes to be won by traders with the highest creative display are Deep freezers, Generators, Nokia phones, to mention a few. For the Consumer Dare To Mix promo, consumers will be encouraged to purchase shots and bottles of Campari, which they can mix with their Beer, Stout or Chapman. Consumers who purchase a shot of Campari will be issued one raffle ticket; the purchase of 20cl bottle will attract three raffle tickets and face cap; the purchase of 100cl bottle will attract seven raffle tickets, T shirt and face cap. Consumers are to keep their corks safely to exchange with raffle tickets at designated Campari Dare To Mix Collection Centre’s. There will be weekly draw in each city at a designated location where prizes to be won includes; I-pads, Blackberry Phones. At the end of promotion, a grand draw will be held in Lagos where a winner will emerge to win the grand prize of a brand new Kia Rio. We think that if we have broad base grass root approach, it will create brand awareness. We like to reward and engage the retailer and distributors of our products. There has been a very nice display around the market and I’m confident it is doing well. Apart from the promo we are support other activities the will add to the mileage of Campari. One of such is with the Organizer of Anioma Cultural Festival for this year. The Anioma cultural festival is an annual event of the Anioma people of Delta State organized by OFAAC to showcase the rich cultural heritage of the people. The sponsorship was born out of the desire to promote the rich culture and historical achievement of the Anioma people. Campari being a brand with a strong heritage, it is important that we recognize the significance of culture in the overall development of a nation. This year’s Anioma cultural festival which was the 9th edition, show cased dance, songs, drama, traditional wrestling and folklores to remind fun lovers present the rich culture of the state and Campari, an alcoholic spirit obtained from the infusion of bitter herbs, aromatic plants and fruit in alcohol and water which is nature too was happy to be part of it. Apart from keeping the equity of Campari as a brand, what are your plans to bring other brands of the company to the same level in the face of consumers? Campari is just one brand in our stables and we are have several others, our job is to make sure that every brands is as big or even bigger than Campari, we started the journey with B&G red wine and we have seen transformation on the brand, it’s now an household name in the wine industry. We are transforming Campari brand and we are looking at every opportunity possible.we have started the journey with Campari and with time it will be the turn of other brands on our shelves. In five years from now, as the managing director of Brain Munro, what are your projections for the company? We will continue to be the leading wine and spirit brand in Nigeria, and my projection is that Campari becomes the number one. The essence of the campaign is to showcase the product which has a great quality; It has a very unique flavor. It has the potential of being the number one brand in the federation of Nigeria.