Guinness in Nigeria, Zubrowka in Japan, Corona in the United States. As I travel, I continue to be amazed by stories of household spirit brands that were introduced by passionate, persistent importers. It defies logic. Why would Guinness, the cultural icon of Ireland, become a top beer brand in Nigeria, some 3,000 miles away? Or why is a Polish vodka, Zubrowka, now the “call” brand in trendy bars in top Tokyo hotels? And of course Corona, a Mexican import, has enjoyed great success in the US. In each case, you will find an importer who no doubt endured years of lost cargo, untold taxes and duty notices, and spoiled goods… not to mention education, training, samples, and promotions to generate awareness and trial.
To these persistent importers, I salute you. Cheers!