August 07, 2024

35: How Britt West Grew Spirit of Gallo to Become the No. 3 U.S. Spirits Supplier - Business of Drinks

1 hour 4 minutes

Today we’ve got a true innovator in the house. We’re talking with Britt West, executive vice president and general manager of Spirit of Gallo. If you’re not familiar with Gallo’s spirits division, it has quietly become one of the most formidable portfolios in bev alc. Over the past 6 years, Britt led the division up the ranks from the No. 8 spirits supplier by volume to No. 3. And that’s largely due to its innovation program, with products like High Noon.

As many listeners will know, High Noon is now the top-selling spirits brand by volume in America, just 4 years after its launch. And that’s rounded out by Gallo’s other innovation products like New Amsterdam Vodka, Pink Whitney, and Camarena Tequila, all of which have new-to-category angles. Add to that Gallo’s investment and acquisition brands like Condesa Gin and Don Fulano Tequila, to further fuel the flames.

Britt is a rare talent in the spirits biz, with a broad yet super focussed background. He has a Master’s in Hospitality from Cornell and an MBA — as well as a background managing nightclubs. He was a successful entrepreneur who created a brand, Eppa Sangria, which got acquired; now he looks for brands to acquire. Today at Gallo, he makes multi-billion dollar decisions but still visits bottle shops in Brooklyn and bars in Mexico City to keep his finger on the pulse of trends.

This unique background has helped him instill a creative and entrepreneurial ethos at Spirit of Gallo, where the team is encouraged to take big swings and fail. Importantly, we discuss why failure matters. As Britt says, “When you know what not to do, it becomes clear what to do."

Key takeaways:

Innovation and Consumer Insights >> Quickly market test and get real-time consumer feedback — not focus group feedback.

Embrace Failure >> Celebrate and learn from failure to innovate and make better decisions.

Family-Owned Competitive Advantage >> Gallo’s team can focus on growth and innovation free from the pressures of quarterly financial reporting.

Organizational Focus >> Leveraging Gallo’s strong salesforce has been instrumental in turning new products into market leaders.

Consumer-Centric Approach >> Product development and acquisition decisions are driven by understanding consumer needs and behaviors.

Target Specific Consumer Segments >> Gallo’s launch of brands like VMC and Condesa Gin reflects a targeted approach towards specific demographics, such as the growing Hispanic population in the U.S.

Adaptability and Market Awareness >> Stay adaptable and aware of market trends, like the recent rise of Soju among diverse consumer groups.

Stay tuned for our next episode on 8/21.

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Erica Duecy, co-host:

Erica Duecy is founder and co-host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She runs consultancy and advisory arm of Business of Drinks, and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

https://www.instagram.com/ericaduecy/

https://www.linkedin.com/in/erica-duecy-4a35844/

Scott Rosenbaum, co-host:

Scott Rosenbaum is co-host of Business of Drinks, and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

https://www.linkedin.com/in/scott-m-rosenbaum/

Caroline Lamb, contributor:

Caroline is a producer and on-air contributor at Business of Drinks and a sales representative at Great Lakes Wine & Spirits.

https://www.linkedin.com/in/caroline-bork-lamb/

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