The ‘selling’ aspect of creating a packaged food and drink brand is often an afterthought for food or drink entrepreneurs; when really it should be second only to creating a top-notch product. Why? Beacause your brand story, ingredients or packaging won’t mean a thing if you can’t sell.
Someone who knows the importance (and skill) of selling is Paul John Legaz, the founder of VinZero Drinks - premium non-alcoholic wine, beer and spirits sourced from around the world.
Paul has a background in media sales, so when he started VinZero with his wife Amanda, he knew where the focus needed to be to make it successful; driving sales and increasing brand awareness. And he knew, for their products, this meant getting into the major retailers.
And they’ve done just that, getting into Dan Murphy's, Liquorland, Harris Farm and more, across the country.
I chat to Paul about how a health issue and his Spanish heritage ignited his Foodpreneur journey, the importance of relationships in the industry and how he plans to expand the reach of his products as quickly and accurately as possible. If you want to go big with your brand on shelf and on premise, the experience Paul shares will help you know what to prepare, what to spend your money on and, most importantly, what things are a waste of your resources at each stage of your business’ growth, including:
🥂 How to approach stockists (including the major players).
🥂 How to keep your brand top of mind when the category review is months away.
🥂 Why you should take note when a buyer changes for a stockist you’ve been trying to get into (and what to do to get their attention!).
🥂 Why their focus is growing their brand in the hospitality space.
🥂 Where he feels Foodpreneurs ‘throw money away’.
🥂 Where they are going to focus their marketing spend and activity.
🥂 Key pitfalls he’s experienced in his journey that you should avoid.
LINKS & RESOURCES:
Season 15
Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.
The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.
You can't miss these events. Here’s why:
The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.
