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CPG Industry News Roundup: December 6 - December 12

As 2024 draws to a close, the beverage and CPG industry continues to demonstrate remarkable adaptability and strategic innovation. This week's developments showcase significant leadership transitions, market expansion efforts, and product innovations that reflect evolving consumer preferences and market dynamics.

Treasury Wine Estates Stone Moon

Treasury Wine Estates Makes Strategic Move in Chinese Market

Treasury Wine Estates (TWE) has announced a significant expansion in China through its planned acquisition of a 75% stake in Ningxia Stone & Moon Winery for approximately $18 million. This strategic investment strengthens TWE's position in the Asian market, particularly supporting its Penfolds brand presence in the region. The move comes as wine companies increasingly seek to establish stronger footholds in key growth markets.

Popums Snack

Snack Factory Innovates with Popcorn-Inspired Pretzel Snack

Snack Factory, known for its Pretzel Crisps, is pushing category boundaries with the launch of Pop'ums, a new snack that combines the munchability of popcorn with the crunch of pretzels. Available in White Cheddar, Golden Mustard BBQ, and Sea Salt flavors, this January 2025 launch represents an innovative cross-category approach to snacking. Priced at $5.49 per 9 oz. bag, Pop'ums aims to capture consumer interest in unique snacking experiences.

AG1 Revenue 2024

AG1 Demonstrates Remarkable Growth Under Strategic Leadership

Health supplement powerhouse AG1 has reported exceptional growth under CEO Kat Cole's leadership, projecting $600 million in revenue for 2024 - a dramatic increase from $160 million in 2021. The company's success stems from its focused strategy of maintaining a single product while continuously improving its formula. Looking ahead to 2025, AG1 plans to expand into retail through strategic partnerships with premium locations and fitness centers, marking a significant evolution in its distribution strategy.

Zero Non-Alcoholic Sake

Origami Sake Pioneers Non-Alcoholic Innovation

Arkansas-based Origami Sake is breaking new ground with the launch of ZERO, the first national non-alcoholic sake. Priced at $24.99 per 750ml bottle, this innovative product responds to the growing consumer demand for sophisticated non-alcoholic alternatives. The launch also highlights the emerging trend of American sake craftsmanship and the broader movement toward premium non-alcoholic options.

El Jimador Tequila Sales Fall 17%

Brown-Forman Navigates Category Shifts

The spirits giant has reported mixed results for the first half of fiscal 2025, with a notable 17% decline in its tequila portfolio sales. While premium bourbon brands like Old Forester and Woodford Reserve showed growth of 11% and 8% respectively, the results reflect broader market adjustments in the spirits category. The company maintains an optimistic outlook for the second half of the fiscal year.

Cygnet Gin Investment

Former Campari CEO Makes Strategic Move to Cygnet Gin

In a notable leadership transition, former Campari Group CEO Matteo Fantacchiotti has invested in Cygnet Gin and assumed the role of chairman. This move represents another significant shift in the premium spirits sector and suggests continued dynamism in the gin category.

Industry Impact and Analysis

These developments highlight several key industry trends worth noting. First, we're seeing a continued emphasis on premium positioning across categories, from spirits to supplements. Companies are investing in quality and innovation while maintaining focus on their core competencies.

The non-alcoholic beverage space continues to evolve, with established players creating new categories to meet changing consumer preferences. This trend extends beyond traditional beverage categories, as evidenced by Origami Sake's innovative launch.

In the spirits sector, category dynamics are shifting significantly. While some traditional categories face challenges, premium bourbon maintains its momentum. The movement of industry veterans to emerging brands suggests ongoing opportunities for innovation and growth in the premium spirits space.

The snacking category is also seeing significant innovation, with established brands like Snack Factory creating hybrid products that blur traditional category lines. This trend toward category-crossing innovation suggests that companies are finding new ways to excite consumers while leveraging their existing brand equity and manufacturing expertise.

The success of AG1's focused strategy provides an interesting counterpoint to traditional CPG wisdom about product diversification. Their planned retail expansion demonstrates how direct-to-consumer brands can strategically evolve their distribution while maintaining premium positioning.

Looking Ahead

As we move into 2025, these developments suggest several key trends to watch: the continued expansion of premium non-alcoholic offerings, strategic market expansion in Asia, and the evolution of distribution strategies for digital-first brands. Companies are increasingly focused on meeting consumer demands for health-conscious options while maintaining premium positioning across categories.

The industry continues to demonstrate its ability to adapt and innovate, with leadership and strategic positioning playing crucial roles in success. As market dynamics evolve, companies that can maintain focus while strategically expanding their reach appear well-positioned for continued growth.

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Brent Albertson

CEO, Zing Zang LLC

Non-Alcoholic Beverages
Non-Alcoholic Beverages

“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

Beer, Wine, & Spirits
Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

Non-Alcoholic Beverages
Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

Food & Snacks
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“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

Non-Alcoholic Beverages
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“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

Non-Alcoholic Beverages
Non-Alcoholic Beverages

“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

Food & Snacks
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Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

Non-Alcoholic Beverages
Non-Alcoholic Beverages

The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

Food & Snacks
Food & Snacks

Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
Beer, Wine, & Spirits

Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

Food & Snacks
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“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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