Empowering Global Expansion for a UK Alcohol Producer

As a non-executive director (NED) of a UK-based alcohol production company, the challenge was to convince the management team to pursue international expansion, despite their fears of financial and operational risks. Despite the company's strong domestic presence, the management team was hesitant to expand due to concerns about costs, complexities, and unfamiliarity with global markets. The team's lack of experience in global markets further fuelled their reluctance.

To support the vision and address management's concerns, Briars was brought in to integrate with the HR and Finance teams and provide the expertise needed to execute a successful global expansion. The solution included strategic planning where Briars worked to develop a phased expansion plan, starting with Europe and later targeting North America, with strategic insights that reassured the management team of the plan's feasibility. Briars provided part-time CFO support, helping to build financial models, set budgets, and optimise the financial structure for global operations without the need for a full-time CFO. They handled the complexities of setting up new entities and ensuring regulatory compliance in new markets, reducing the risks associated with expansion. Briars developed a tailored distribution plan for Europe, establishing supply chains and logistics partnerships to ensure smooth market entry. They also managed the recruitment and payroll integration for new offices in Holland and Spain, ensuring compliance with local laws and seamless operations.

With Briars' support, the company successfully expanded into mainland Europe, establishing offices in the UK, Holland, and Spain. The products are now sold across Europe, and plans are underway for expansion into North America. Management's initial concerns have been overcome, and the global growth strategy is now fully embraced. Briars played a crucial role in helping the non-executive director add significant value by driving the company's global expansion, enabling them to overcome internal resistance and achieve profitable growth in new markets.