When Brio Botanicals launched its crisp, low-sugar sodas out…
When Brio Botanicals launched its crisp, low-sugar sodas out of an industrial park in Portland, the calculus was simple: sell health-conscious shoppers an indulgence without the glycemic remorse. The playbook worked, transforming a boutique clean-label startup into a domestic darling with premium supermarket shelf space before management set its sights abroad. Expanding into South America, however, proved stickier than the ingredient label suggested. To minimize overhead, Brio initially relied on an export model handled by a local commercial agent. That pragmatic bridgehead has since soured into corporate frustration as Brio’s regional representative also handles the portfolio of an entrenched rival brand, leaving Brio’s marketing push neglected and its product placement subordinated to a direct competitor on the same store endcaps. Brio Botanicals exports from its home country but now wants direct control over marketing and sales in at least one of the South American markets that it serves. Which arrangement would give Brio Botanicals direct ownership and control of local marketing while allowing it to keep manufacturing at home?
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