Background:
With over 40 years of combined experience in the FMCG sector, Geert Minnart and Stijn had the opportunity to work together at a leading co-packer in Europe. During their time there, they witnessed the rise of numerous new beverage brands, both in Europe and beyond. Geert brought extensive experience from international breweries, like Scottish & Newcastle, Heineken International, The Netherlands and Belgium where he was involved in both retail and hospitality. He also led the successful launch of Desperados in Belgium and the Netherlands. Stijn, on the other hand, has a strong background in executing brand activations for national and international brands at major events and festivals, giving him deep insights into consumer engagement and brand experience.
Geert Minnart
Their complementary expertise allows them to understand the full spectrum of the beverage industry, from product development to market activation. Together, they bring a unique combination of experience and insights to achieve new successes in a dynamic and growing market.
Stijn Bex
Challenge
Many new brands looking for international expansion require a local distributor specialized in innovative drinks who understands the local market dynamics. In Belgium, there was no distributor offering this focus and guidance to smaller brands.
Solution
Since no distributor in Belgium was actively serving this niche, Geert and Stijn decided to found Bullseye Distribution. Bullseye is a distributor focused on innovative brands, helping them with go-to-market plans, channel marketing, and sales strategies. They actively work to build the brands in terms of sales and market presence.
Results:
- Brand Building: Bullseye’s brands are already present at some of Belgium’s largest festivals! From Canned Wines by French Kiss Club, to a STËLZ party bus, or a delicious cocktail at Aper’eau and HAP – that’s Bullseye!
- Distribution: Bullseye currently distributes five of their brands (BitesWeLove, The French Kiss Club, Punchy, Tribe & Virtue) at major retailers such as Colruyt Group and Delhaize, with more to come soon. They now supply more than 1,000 locations with their brands.
- Guidance: Together with the brand owner, they create channel plans and execute them collaboratively, ensuring brand growth in a competitive market.
Key Takeaways:
- Bullseye is a distributor focused on innovative drinks and snacks.
- Collaboration is key; success is built together with the brands.
- Bullseye is not a consultancy, but an execution-focused partner, bringing plans to life in the market.
Bullseye provides the necessary focus and guidance for emerging brands in Belgium and beyond, positioning them for success in a growing and competitive market.