Kemmar Lewis, Senior Brand Manager for Spirits & Brews at Caribbean Producers Jamaica (CPJ) Ltd, believes in empowering the sales force of the company by incentivizing them for their hard work, dedication and commitment to selling High-End Spirits. With his first lessons in Marketing coming from the highly spoken about 4 Year Marketing Degree Program at the University of Technology, Jamaica, Kemmar considers himself to be more than a Brand Manager, but a Brand Architect.
When asked what he believes allows him to be an elite Brand Manager, he comments on his ability to do his own graphic artwork and the mental fortitude to work 14 hour long days. “I am able to quickly convert an idea, to a one-pager graphical script under an hour, which allows for my productivity to be very high”, he stated.
The portfolio of CPJ constitutes a wide array of products which spans from Meats, Dairy, Beverages, Hygiene Solutions to Wines and Spirits, therefore a sales executive has a very big basket from which to sell from. In addition, CPJ Spirits boasts arguably the most premium Spirits portfolio in the Caribbean, with exclusive distribution for Spirits Houses such as Bacardi, Remy Cointreau, Brown Forman and Patron.
We asked the spirits god how difficult it was to sell alcohol and he commented, “Selling luxury products is not easy, the sales representative must have a good relationship with the Purchasing Team of an outlet and must also be able to effectively communicate the aspirational qualities of the brands that will lead to it being in demand. Once you’ve taken the price out of the equation, then the outlet is often willing to list the product for trial.
For further information on the Spirit and Beer brands of CPJ, feel free to email klewis@cpj.com
To Read More: Purchase your copy of Volume 9 #2 – May – June 2017