The spirit of spirits: a graduate at the heart of a creative and global market

‍

Between innovation, international and passion for the product, Florent Beuchet perfectly embodies the energy that animates the world of spirits today. A graduate of the Specialized Master in International Wine and Spirits Trade from the School of Wine & Spirits Business (2011), he has built a career that is as entrepreneurial as it is international in about fifteen years.

Today CEO of DIVA Beaune, a family business specializing in wines and spirits, and partner in the rum brand Compagnie des Indes which he founded, Florent observes the transformations in the sector on a daily basis. And despite a sometimes chaotic context, his analysis remains resolutely optimistic: for those who wish to invest in it, the world of spirits is still full of opportunities.

Beginnings in New York, in the midst of a cocktail boom

After graduating from the School of Wine & Spirits Business, Florent quickly moved to the United States. In New York, he joined the importer Winebow, where he became brand manager for a rum brand. A significant experience, at a pivotal period for the sector. Its role: to convince the best cocktail bars in the city to include the brand on their menus, while cocktail culture is exploding.

” It was the moment when cocktail bars became real creative laboratories. We spent our days meeting passionate bartenders, telling the story of the product, imagining new ways to make it discovered. ”

This learning field allows him to understand the power of the link between product, storytelling and customer experience, a triptych that has become central in the world of spirits.

The entrepreneurial adventure: creating and developing brands

Back in Europe, Florent embarked on an entrepreneurial adventure with the creation of Compagnie des Indes, an independent rum brand that is now distributed in many countries. At the same time, he participates in the development of the spirits portfolio of DIVA Beaune, a family business that has historically focused on the export of wines.

Today, he manages the company while pursuing his entrepreneurial projects. But beyond responsibilities, what motivates him is above all the permanent creativity that this sector offers.

” The great thing about spirits is that the range of possibilities is almost unlimited. We can create, innovate, assemble, experiment. You are never locked into a single frame. ”

Between distillation techniques, aging methods, origins of raw materials or new categories, each product can become a field of exploration.

A market in full transformation... but still dynamic

In recent years, the spirits market has changed profoundly. Consumers are changing their habits, expectations are becoming more demanding, and new trends are emerging. For Florent, these transformations are not obstacles: on the contrary, they are a driver of innovation.

” In recent years, consumers have been consuming less... but better. They want to understand what they are drinking: the origin, production, history of the product. ”

In particular, this evolution has encouraged the development of several major trends:

‍

• The Premiumization, with more qualitative products
• The development of Craft, which highlights authenticity and know-how
• the interest in local productions
• The rise of No/low alcohol, which is transforming consumption patterns

These are all dynamics that push brands to reinvent themselves. And for Florent, one of the most powerful drivers in the sector remains cocktail culture, which is still expanding.

” Bars and mixology continue to develop all over the world. This is constantly creating new opportunities for brands and producers. ”

A deeply international sector

The spirits market is by nature global. And for Florent, this international dimension is at the heart of the business. At DIVA Beaune, a large part of the business is based on exports, in the continuity of the family history.

” International markets are driving the growth of the sector a lot. This is why it is essential to have a global vision and to understand geopolitical dynamics. ”

Today, some markets remain unavoidable:

‍

• The U.S., the world's leading market for many categories
• China, with consumption in full evolution
• Japan and Asia, very dynamic on certain products such as whiskey

But other territories could well become the next sources of growth:” India is an extremely interesting market to follow. And in the longer term, Africa could also become an important area for development. ”

In this globalized world, certain skills become essential: speaking English, of course, but also understanding cultures and knowing how to negotiate with international partners.

A diversity of products that nourishes creativity

‍

Whisky, rum, gin, cognac, liquors... The world of spirits is impressively rich. For Florent, it is precisely this diversity that makes the sector so exciting.

” In spirits, you can play on a lot of parameters: raw materials, distillation, aging, blends. Each product can tell a different story. ”

Some innovations particularly illustrate this creativity. For example, one of the last creations in which Florent participated: A pandan liqueur, an aromatic plant widely used in Asia. Today, this product is distributed in more than 25 countries.

But he also admires some of the sector's iconic successes:” Brands like Saint-Germain or Aperol have become real case studies. They succeeded in creating a culture around their product. ”

Varied jobs and multiple career paths

Contrary to popular belief, the world of spirits is not limited to production or tasting. There is a great diversity of jobs:

‍

• product manager
• Brand manager
• Brand Ambassador
• export manager
• Commercial on-trade or off-trade
• key account manager
• Marketing manager

And the courses can change very quickly. For example, a young graduate can start with a VIE abroad, become responsible for an export area, then move on to management positions. Some also choose entrepreneurship.

” In this sector, opportunities are numerous. You can work in a big house, in an SME, or create your own brand. ”

A profoundly human sector

If the world of spirits fascinates so much, it is also because of its human dimension. On a daily basis, Florent interacts with numerous players: importers, distributors, distributors, wine shops, wine shops, restaurants, bartenders, e-retailers, etc. And in this universe, relationships of trust play a central role.

” It is a sector where a passion for the product creates a real connection between people. We are in a world of hospitality, where we share experiences. This relational dimension is an integral part of our jobs. ”

A cultural industry above all

Spirits are much more than just a consumer product. They are deeply connected to the cultures of the world. Florent experienced this during a significant episode in his career.

While traveling to Belize to visit a distillery, he decides to stop at a remote bar on the way back. There, he meets two motorhomes registered in France. To his surprise, travelers know... his brand.

” While talking, I learned that they had bottles from the Compagnie des Indes at home. It was amazing to hear about his product halfway around the world, in a completely unexpected place. ”

An anecdote that summarizes the universal dimension of these products well:” Spirits are rooted in cultures all over the planet: mezcal in Mexico, baijiu in China, whiskey in Scotland... It is a deeply cultural universe. ”

A message to future professionals in the sector

Sponsor of the School of Wine & Spirits Business this year, Florent remains very attached to the school. For him, supporting the new generations is obvious.

” The School of Wine & Spirits Business has given me a lot: a network, an education, an international outlook. Being a sponsor today is a way of returning the ball. ”

What if he was 20 today? His answer is without hesitation:” I would definitely choose this sector. It is a human, dynamic and creative universe. ”

His advice to students who want to get started is simple:” Be curious. Take an interest in products, markets, players in the sector. The more you understand this universe, the more you will find your place in it. And above all, keep the passion alive. ”

Because in the world of spirits, it is often she who opens the most beautiful doors.