Choose the right people and the right set-up

beverage companies opt for having a few own people on the ground to ensure aligned execution. You have to agree upon the rules of engagement of these resources very carefully.

E.g., sometimes companies choose to employ them via the distributor payroll because they don’t have a local branch, but it might cause some issues. Often the salary is paid 50/50 by the brand owner and by the distributor, but they end up becoming more involved with their employer doing tasks also for other brands in the portfolio. Clear rules are needed upfront.