Ideas Execution mounting Campari brand regionally
Kevin Frith has been hired to mount the Campari spirits brand at rum establishments in Caribbean.
The deal struck through Ideas Execution Limited is similar to the arrangement Frith had with rum maker J. Wray & Nephew Limited, JWN, through his former company Bar Central Limited that was sold to SSL Ventures. JWN is owned by Italian drinks company Campari Group and is a distributor of the Campari brand.
The terms of the new deal which was struck back in October were not disclosed.
Ideas Execution will be mounting the Campari brand at wholesale shops and bars. The scope of the job includes signage, proprietary treatment of bar counters, lighting, interior and exterior painting, and vinyl wrapping of walls and structures, where possible.
“It’s something that was in the making for a while,” said Ideas Execution CEO Frith.
“COVID-19 slowed us down, but we managed to start in November after securing the deal in October,” he told the Financial Gleaner. Director of Corporate Affairs at JWN, Tanikie McLarthy Allen confirmed the partnership, saying on Wednesday that “Ideas Execution does work for us in T&T and Guyana.”
Frith says his company has already painted on the brand on shops at 25 locations in Trinidad & Tobago.
“We’re looking at 10 other markets, to include Guyana, Barbados, Cayman Islands and Belize, among others. Campari was satisfied with our work in Jamaica and now Trinidad, and they want us to go to other markets,” he said.
To execute on the 25 T&T locations, Frith said Ideas Execution sent two management representatives from Jamaica, then used local artisans to do the installation and painting. In a similar vein, two other managers are now in Guyana making similar arrangements to utilise local talent to execute the jobs there.
Frith says in order to properly exploit the new opportunities, he will need to expand the business, including the facility at Dunoon Road, Kingston. In some cases, some of the preparatory manufacturing will be done in Jamaica and the installations exported to the relevant places.
“We will do things like the lit signs, display towers, bar counters and domino tables at our Dunoon Road facility and ship them down for installation,” Frith said.
The upgrade of the Dunoon Road facility would include more equipment in order to produce more bar counters, signs, and tables and shelves. Financing is being worked through, Frith said, via a potential deal with iCreate Limited, a small company that disclosed in a stock market filing that it is the process of acquiring Ideas Execution.