CEO Insights Magazine

Responsible for overseeing all operations within a specific country or region, the role of a Country Manager in a business is crucial. This typically involves developing business strategies tailored to the market, fostering relationships with key stakeholders, and ensuring the overall success and growth of the company within that particular territory. An experienced industry professional and the Country Manager - Japan, Fever-Tree, Hironobu Sugio’s journey into the world of international business began with humble roots. Growing up with a father who worked in a Danish company, Sugio was exposed to the global field from a young age. His career trajectory took shape when he joined Suntory Beverage & Food in 2010, initially serving as a representative in a prefecture before transitioning to a trade marketing role at the company's headquarters.

In 2017, Sugio's career took a pivotal turn when he was assigned to a joint venture business in Indonesia. This experience immersed him in the intricacies of local communities and provided valuable exposure to working with diverse nationalities. Inspired by the hands-on approach of Suntory's Japanese chairman, Takayuki Sanno, Sugio set his sights on leadership roles within the global arena.

However, Sugio faced challenges in his journey, particularly in cross-functional communication and developing his subordinates while serving as Head of Trade Marketing & Head of Sales. Recognizing the need for further growth, he made the bold decision to pursue education at a business school in the UK to enhance his skills.

Upon graduating, Sugio joined Johnson & Johnson, where he honed his expertise in sales and marketing in the B2C sector. His dedication and hard work caught the attention of headhunters, leading to an offer for the position of Country Manager at Fever-Tree in January 2023.

In his new role, Sugio is tasked with managing operations in Japan, a market critical to FeverTree's expansion plans. With his diverse background, strategic mindset, and determination to succeed, Sugio is well-equipped to navigate the challenges of his position and drive the company's growth in the Japanese market. His ultimate goal remains to ascend to the role of General Manager, continuing his journey towards leadership excellence in the global business landscape. Let’s hear more from him in this one on one interaction. 

In your role as Country Manager - Japan, what strategies do you employ to attract new customers to the market and foster lasting connections with them?

Within Fever-Tree's operations in Japan, we have been working alongside our distributor, Asahi Breweries, to cultivate a perception of premium quality, prioritizing the on-trade channel while balancing contributions from off-trade and e-commerce avenues. Our product portfolio boasts a diverse range of flavors, curated to cater to discerning palates and inspire creativity in cocktails and beverages. Central to our approach is the cultivation of relationships with professional bartenders, chefs, and sommeliers, who serve as advocates for our brand, showcasing the value and quality of our offerings within the market.

We envision a consumer journey wherein individuals encounter our products in upscale establishments, leading to an appreciation of our flavors and sparking positive word-of-mouth recommendations. Our core value propositions revolve around providing consumers with a premium experience, characterized by the sophisticated presentation of our products, the discerning selection of globally sourced ingredients, and the assurance of product credibility.

Once consumers experience our products within on-trade accounts, they eagerly anticipate future encounters with our flavors. Recognizing the paramount importance of the on-trade sector in shaping the consumer experience, we prioritize this channel as a critical touchpoint for establishing and nurturing long-term engagement with our audience.

How do you devise a brand strategy that fosters both brand awareness and brand equity among customers?

Despite experiencing steady growth, we have meticulously crafted a brand strategy that focuses on key elements to enhance brand equity, aligning with the consumer journey. Our approach involves strategic allocation of resources across above-the-line (ATL) and below-the-line (BTL) channels to cultivate three critical aspects: consumer awareness, consumer trial, and brand experience.

While our product range offers a variety of flavors and categories catering to a broad audience, we concentrate our efforts on promoting main serves such as Gin & Tonic, Moscow Mule, and mocktails, including soft drink usage. These serve as focal points for driving consumer awareness, leveraging their popularity and consumption volumes within the market. Furthermore, we leverage digital platforms, particularly Instagram and Youtube, to disseminate information about our products, harnessing the advocacy of influencers and brand ambassadors.

Additionally, we actively participate in outdoor consumer events to provide opportunities for consumers to trial our products firsthand. Our brand's drinking experience is further enhanced through strategic placement of branded point-of-sale materials (POSM) and toolkits at various outlets, elevate the consumer experience at the point of consumption. This attention to detail extends beyond the flavors of our products to encompass their visual appeal, reinforcing our brand's aesthetic identity.

How do you keep abreast of the latest market trends and ensure your strategies remain relevant?

In recent years, a growing trend known as 'Sober curious,' particularly among young to middleaged consumers, has been reshaping the beverage industry landscape. This trend reflects a shift away from traditional drinking cultures associated with common beverages like beer or Shochu, as individuals seek alternatives that prioritize health and enjoyment. Consumers in this demographic express a preference for lighter options with lower alcohol by volume (ABV), indulging in mocktails, non-alcoholic beverages, or drinks that complement food pairings.

At Fever-Tree, we are attuned to these evolving consumer preferences and recognize the opportunity to cater to this demographic. Through our product offerings, we aim to capture the attention of Sober curious consumers by strategically incorporating mocktails, non-alcoholic beverages, and soft drinks into various touchpoints across both on-trade and off trade channels.

By staying vigilant and responsive to emerging market trends, we ensure that our brand remains adaptable and continues to resonate with evolving consumer tastes and preferences.

Please elucidate on your adeptness in expediting cross-functional communication with stakeholders to define achievable objectives and project expectations.

Recognizing the potential of our service in the market and determining the business figures upfront necessitates us to assess the business opportunities we hold. It's advisable to collaborate with our business partners or distributors, pooling insights from mutual desk research and field investigations rather than relying solely on internal deliberations. This collaborative approach ensures that we are aligned in identifying business opportunities, enabling us to brainstorm solutions collectively. This collaborative effort will enhance communication and it enables us to establish realistic and committed goals through a structured process.

In distinguishing genuine leadership, achieving tangible results stands out as a pivotal criterion. Throughout my leadership journey, I have consistently emphasized three fundamental aspects crucial for driving team performance within the organization.

Foremost is instilling a mindset geared towards winning and results. I prioritize aligning all words, actions, and communications with the overarching goal of achieving desired outcomes. This mindset entails streamlining our approach to maximize the execution of activities, ensuring that we remain focused amidst the myriad of tasks and tactical actions.

Additionally, fostering relationships with stakeholders to catalyze exceptional performance is imperative. Adopting a perspective centered on mutual growth enables us to identify areas for development and address gaps in the business environment collaboratively. This approach emphasizes the exchange of insights and knowledge-sharing, allowing both parties to enhance their capabilities and drive collective success. 

Furthermore, maintaining a consumer-centric viewpoint guides our direction towards the most pertinent strategies. Understanding how to effectively engage consumers with our products and services is paramount for success. I advocate for continuously evaluating our plans from the consumer's standpoint and fostering engaging discussions around consumercentric initiatives. By empathizing with consumers' perspectives, both stakeholders and myself can reinforce our business strategies and ensure alignment with consumer needs and preferences.

What are your aspirations for the future?

My aim is to continue immersing myself in the FMCG industry, ultimately ascending to the positions of General Manager and Board Chairperson. Through these roles, I aspire to contribute to society by innovating and creating new value propositions that excite consumers.

Hironobu Sugio, Country Manager - Japan, Fever-Tree

a seasoned leader in the FMCG sector, serves as Country Manager for FeverTree in Japan. With extensive experience spanning roles in sales, marketing, and project management, Sugio brings a wealth of expertise to his current position. His career journey reflects a commitment to driving business growth and fostering meaningful connections with stakeholders. Sugio's strategic vision and dedication to excellence position him as a pivotal figure in Fever-Tree's expansion efforts within the Japanese market.