Mike has worked exclusively in the soft drink industry throughout his 30-year career. Starting in London in 1994 as a Territory Manager for Snapple Beverages before joining and then, little known drinks company called Red Bull. Mike enjoyed a 15-year journey with Red Bull in the UK and Australia across a range of Sales, Marketing and General Management roles. During that time the brand experienced a meteoric rise and of course today, that story is well known. Since 2013 Mike has worked for Bundaberg Brewed Drinks and presently his responsibilities cover Global Sales, Marketing, and Innovation functions. Bundaberg is available in over 60 countries globally and has experienced rapid growth over many years and is much loved wherever its found and consumed. Mike is an insight led leader and is proud of playing his part in developing fast international growth for great brands and truly inspirational and unique products.
Mike lives in Brisbane with his wife Michelle and their two sons Rupert and Henry. He studied History at Cardiff university and lists reading history amongst his personal interests which also include family, music, rugby, cricket, walking and being at the beach!
4.2H - Hall C1
For 64 years, Bundaberg, originating from Australia, has been committed to handcrafting "craft" sodas. Not only is it well-known in Australia, but it has also expanded its business to 60 countries worldwide, generating a revenue of 1.5 billion.
Entering China 8 years ago, Bundaberg started with its classic ginger beer, using its unique ginger flavor to tantalize consumers' taste buds. It then introduced a variety of colorful fruit-flavored sodas, gradually establishing an iconic brand image. Now, how can Bundaberg in China leverage rapidly developing emerging channels to enter more everyday consumption scenarios and unlock broader markets?