The ‘selling’ aspect of creating a packaged food and drink brand is often an afterthought for food or drink entrepreneurs; when really it should be second only to creating a top-notch product. Why? Beacause your brand story, ingredients or packaging won’t mean a thing if you can’t sell. Someone who knows the importance (and skill) of selling is Paul John Legaz, the founder of VinZero Drinks - premium non-alcoholic wine, beer and spirits sourced from around the world.  Paul has a background in media sales, so when he started VinZero with his wife Amanda, he knew where the focus needed to be to make it successful; driving sales and increasing brand awareness. And he knew, for their products, this meant getting into the major retailers. And they’ve done just that, getting into Dan Murphy's, Liquorland, Harris Farm and more, across the country.  I chat to Paul about how a health issue and his Spanish heritage ignited his Foodpreneur journey, the importance of relationships in the industry and how he plans to expand the reach of his products as quickly and accurately as possible. If you want to go big with your brand on shelf and on premise, the experience Paul shares will help you know what to prepare, what to spend your money on and, most importantly, what things are a waste of your resources at each stage of your business’ growth, including: 🥂 How to approach stockists (including the major players). 🥂 How to keep your brand top of mind when the category review is months away. 🥂 Why you should take note when a buyer changes for a stockist you’ve been trying to get into (and what to do to get their attention!). 🥂 Why their focus is growing their brand in the hospitality space. 🥂 Where he feels Foodpreneurs ‘throw money away’. 🥂 Where they are going to focus their marketing spend and activity. 🥂 Key pitfalls he’s experienced in his journey that you should avoid.  LINKS & RESOURCES: Your Free Pitch PlanBecome A Festival InsiderPricing for Distribution Workshop Bonavida Vinzero Drinks Website Vinzero InstagramNocktail InstagramSea Arch InstagramLa TautilaBach Brewing Sea Arch WebsiteNocktail WebsiteVinzero EmailThis episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof. Want to be the first to access early-bird event tickets to Foodpreneurs Festival 2024, get the scoop on Festival events and find out about exciting partner and sponsorship opportunities? Then Become a Festival Insider. Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!