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‘Buying ready-made beverage brands saves SMEs money and time’: My Drink Beverages CEO

By Ben Bouckley+

06-Feb-2013

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Adomas Pranevicius, MD of Lithuanian beverage production management and development firm MyDrink Beverages tells Ben Bouckley why SMEs should buy a ready-made beverage brand, rather than treading the long, thorny NPD path alone.

“Recently we saw a demand for readymade beverage concepts, usually amongst SMEs with a turnover of €5-10m, without the resources to hire additional project managers, a professional team of marketing specialists and experienced production managers,” Pranevicius tells BeverageDaily.com, in this exclusive podcast.

“We know from experience that beverage development takes between 9-12 months – recipe development, marketing development, production management,” he adds.

But SMEs could lower NPD cost by shortening this cycle time, Pranevicius claims, where his firm collaborates with creative agencies to offer finished product concepts – one success story is the Napnock energy shot, pictured – cutting product development time to two or three months.

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