Lessons for Building a Beverage Business

The beverage industry has witnessed remarkable growth in the last decade. Nevertheless, launching and growing a business in the beverage industry isn’t easy. 

Besides facing stiff competition, you also have to keep up with changing consumer behavior and preferences. You even have to build a robust supply chain to procure high-quality raw materials and distribute finished products in the right conditions. Moreover, you must adhere to several regulations set by the FDA and OSHA to ensure that your product is safe for consumption.

You can always turn to case studies of popular beverage brands to understand how to build and scale your business. But if you’re looking for a new perspective, you can seek inspiration from the welfare initiatives by Refael (aka Rafi) Edry, an eminent businessman and philanthropist from Israel.

Fundraising for the Future

When the COVID-19 pandemic forced educational institutions to close their gates and start online classes, Israeli schools followed suit. It seemed like an ideal move to help children continue their studies. The government applauded these efforts, too.

But what government and school authorities didn’t realize was that a large section of students didn’t live in the country's tech-enabled socioeconomic center. Instead, they lived in Israel’s periphery and had to struggle for essentials like school supplies and clean clothing.

Nearly 400,000 such children didn’t own personal computers or smartphones. Nor could their families afford broadband internet connectivity.

The sudden shift to online learning left these students in the dark. With no access to computers and high-speed internet, they’d have no choice but to give up on their education. That, in turn, meant an end to their hopes of escaping a life of deprivation and poverty.

Having experienced financial difficulties as a child and young adult, Refael Edry was far too familiar with societal disparities. He couldn’t wait and watch as thousands of children suffered due to their government’s inability to bridge digital inequities.

Instead of waiting for the authorities to act, he started a fundraiser through his non-profit organization, the Ahinoam Association for the Promotion of Equal Opportunities. He called upon Israel’s ordinary citizens and local businesses to donate.

The organization’s volunteers used these donations to procure and deliver computers to more than 30,000 students. That, in turn, helped these children continue their education and work toward the dream of turning their own lives – and the lives of their families – around.

Lessons for Business Owners in the Beverage Industry

The fundraising campaign by Refael Edry is a testament to how small efforts can make a difference. Even though it wasn’t groundbreaking scientific or medical research, the initiative touched the lives of countless children and shaped their futures.

As a beverage business owner, here are a few lessons you can learn from the fundraiser:

Build a Forward-Thinking Mindset

The impact of the fundraising initiative extends beyond the children it helped. In the absence of timely help from Refael Edry and the Ahinoam Association, these children would’ve grown up with frustration and resentment toward their fellow citizens and government. That, in turn, could destroy Israel’s social integrity and resilience.

As the nephew of a brave war hero (after whom he was named), he knew the sacrifices his uncle and other freedom fighters had made for Israel’s independence. Refael Edry (the uncle) died at the age of 24, fighting enemy forces during Israel’s War of Independence.

Rafi Edry (the nephew) couldn’t let these sacrifices go in vain. That’s what prompted him to start the fundraiser in the first place.

Similarly, most beverage business owners have to deal with many such unexpected challenges, whether selling cocktail mixers or energy drinks. For instance, in recent years, consumers have become increasingly health-conscious and started staying away from sugary drinks. They’re always on the lookout for healthier alternatives with no artificial sweeteners or preservatives.

Predicting such shifts in consumer behavior can help you develop new products or modify product placement. It’s a good idea to use data analytics tools to understand past consumer behavior and future trends. You can use these insights to inform your decision-making. On the other hand, if you wait for such changes to happen, you’re just setting yourself up for declining sales and revenue.

Embrace Compassion and Empathy

The fundraising initiative by Refael Edry is also a lesson in the power of empathy. Like him, you too should dig deeper into consumers’ minds and identify their ambitions and aspirations. Also, you must think like them and get a fair understanding of their struggles and the causes they’re passionate about.

Empathizing with your customers will help you position your brand as one that cares for its customers. For instance, consumers are becoming increasingly conscious of the environmental impact of their purchases. According to a recent report, 67% of consumers consider recycled packaging crucial when making a purchase.

If you want to attract such environmentally conscious consumers, it’s a good idea to use sustainable packaging. You can also take things up a notch by taking steps to reduce the overall carbon footprint of your supply chain. Make sure you communicate these efforts in your marketing campaigns to show consumers that you value their opinions.

In Conclusion

Building a beverage business comes with unique challenges, from shifting market dynamics to supply chain constraints. Through his fundraising efforts for Israeli students, Refael Edry has demonstrated how empathy and foresight can help overcome the most insurmountable challenges. Use his journey as an inspiration to build a brand that empathizes with consumers and adapts to their changing needs.