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Business development
 and distribution strategy  

France & International
Wines & Spirits

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More than 20 years in the international alcohol market

Passionate about the world of wines and spirits, and a graduate of the Master of the International Organization of Vine and Wine, David HOURDRY has devoted more than 25 years to developing and structuring winning commercial strategies for prestigious brands around the world.

Throughout his career, he has held leadership positions within major international groups where he drove double-digit growth and built high-performing teams. He has overseen complex markets, managed multi-million euro portfolios, and established strong strategic partnerships to ensure the successful establishment of brands in new territories.

Today, he supports companies – from producers to distributors – who wish to develop their presence on the French and international market.

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Distribution

- Construction and development of a local, national and international network

- Connection with importers and distributors

- Negotiation of partnerships and contracts

- Optimization of the supply chain

- Identification of the best distribution networks (on-trade, off-trade, e-commerce)

- Definition and management of implementation strategies

- Development of a sales strategy for long-term success.

- Support for sales teams

Business Strategy

- Development of the product range
- Product-Brand Positioning
- Development of resale support strategies (Operational Marketing)

- Implementation of the customer-consumer communication plan

Marketing

Services

Expertise

Business & Strategic Development

  • Development and implementation of business strategies

  • Expanding markets and developing new opportunities

  • Management and negotiation with distributors and business partners

  • Development and management of multi-channel distribution networks

  • Positioning and promotion of premium and luxury brands

Management & Leadership

  • Strategic vision and planning

  • Decision making

  • Management and motivation of multicultural teams

  • Project management and process optimization

  • Ethics and professional integrity

Marketing & Brand Management

- Sales and Marketing
- Multichannel Distribution
- Negotiation
- Market Development

Financial Management & Performance

  • Income statement management and financial analysis

  • Budget monitoring and cost optimization

  • Driving profitability and improving ROI

  • Identification and management of financial risks

International & Multicultural Experience

  • Significant experience in Europe, the United States and Africa

  • In-depth knowledge of wine and spirits markets

  • Collaboration with international partners (Moët Hennessy, Stoli Group, Société Agricole de Bologne)

  • Ability to navigate complex, matrix environments

Technical & Digital Skills

  • CRM (Salesforce) deployment and management

  • Digital transformation of business processes

  • Data management and analysis for decision making

International & Multicultural Experience

  • Significant experience in Europe, the United States and Africa

  • In-depth knowledge of wine and spirits markets

  • Collaboration with international partners (Moët Hennessy, Stoli Group, Société Agricole de Bologne)

  • Ability to navigate complex, matrix environments

Technical & Digital Skills

  • CRM (Salesforce) deployment and management

  • Digital transformation of business processes

  • Data management and analysis for decision making

Expertise

Management & Leadership

  • Strategic vision and planning

  • Decision making

  • Management and motivation of multicultural teams

  • Project management and process optimization

  • Ethics and professional integrity

Business & Strategic Development

  • Development and implementation of business strategies

  • Expanding markets and developing new opportunities

  • Management and negotiation with distributors and business partners

  • Development and management of multi-channel distribution networks

  • Positioning and promotion of premium and luxury brands

Marketing & Brand Management

  • Definition and execution of marketing strategies

  • Launching and promoting products in various international markets

  • Brand portfolio segmentation and analysis

  • Building and managing brand image

  • Innovation and adaptation to market trends

Financial Management & Performance

  • Income statement management and financial analysis

  • Budget monitoring and cost optimization

  • Driving profitability and improving ROI

  • Identification and management of financial risks

Take action and give a new dimension to your projects.

Contact me and let's turn your ambitions into success!

David Hourdry
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Experiences

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    Missions for the company Route to Africa (Amsterdam)
    Distribution strategy, optimization of product offering, networking with Importers and Distributors.

    Independent │ Jul 2024 to present

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    Objective :

    • Define and implement a strategy to increase the company's turnover and net profit.

    Actions:
    • Development of the product range for the CHRD circuit and improvement of that for the GD.
    • Adjustment of the sugar cane planting program to meet future needs (organic plots in particular and black cane).
    • Resumption of negotiations with the CSE and agreement on profit-sharing and bonuses.
    • Recruitment of a Quality and Safety Manager for the application of the HACCP method and ISO 22000 Standard.
    • Definition of new production objectives for the distillery.
    • Increased brand awareness and visibility through a marketing action plan focused on qualitative product recognition and partnership with an international event.
    Results :
    • Record turnover in 2022: >€10 million (+22% vs. 2019)
    • Record volume of rum produced in 2022: 2 Million liters of rum eq.50%
    • Voted distillery of the year 2023 by the Revue du Vin de France.

    S.A. Bologne │ Feb. 2021 to Mar. 2023

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    Objective :

    • Mission to develop a start-up dedicated to the professions of the CHRD network in France.

    Actions:

    • Development and implementation of the commercial and marketing strategy (Budget, PnL, Marketing and Media Plan, Resources).

    Results :

    • Mission interrupted by the cessation of activity of LL Ambassador following the COVID pandemic.

    LL AMBASSADEUR │ September 2019 to November 2020

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    Objective :

    • Create, organize and open the distribution subsidiary for France.

    Actions:

    • Establishment of the 5-year business plan, including prices, margins, budgets, Return on Investment, etc.

    • Functional organization: premises, equipment, management tools.

    • Setting up the supply chain: import – storage – distribution

    • Recruitment of a RAF, a Trade Marketing Manager and 3 Sales Representatives.

    • Negotiation with Key Distributor Accounts.

    Results :

    • Project aborted by the owner of SPI group before the start of the operational phase.

    Stoli Group │ Sept. 2019 to Nov. 2020

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    Objective :

    • Ensure the deployment of SalesForce for the entire CHRD and GD sales force, and for customer service.
    Actions:
    • Mobilization and motivation of teams throughout the project.
    • Convince the international project development team to make changes to meet the requirements of the French market.
    • Support for change and communication at all user levels.
    • Organization of user training by an external service provider.
    • Negotiation of a budget and setting up of a helpdesk for MHD France users.
    Results :
    • Operational deployment of SalesForce by the set deadline.
    • Tool compliant with internal management rules and French regulations.
    • Training of 200 users

    Moët Hennessy Diageo  │ Sept. 2019 to Nov. 2020

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    Objective :
    • Take charge of the federal office, identify growth levers and develop volumes.
    Actions:
    • Recruitment of a Market Manager for independent CHR and Liquor Stores, as well as for local GD.
    • Contribution to the development of the portfolio mix (new qualities and new products introduced on the local market).
    • Reorganization of commercial sectors and the allocation of Key Accounts to Market Managers.
    Results :
    • +12% volumes in GD (2015)
    • +5.25% turnover (52 MUSD)
    • Increased visibility in retail.
    • Listings in local supermarket chains and CHR establishments.

    Moët Hennessy USA│ November 2014 to January 2017

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    Goals :
    • Develop the Nigerian market and make it the largest in Africa in terms of volume and contribution.
    • Establish a Business Unit.
    Actions:
    • Taking control of routes to market and closing parallel imports.
    • Organization of supply management for importers/distributors in Nigeria.
    • Construction of a dedicated Moët Hennessy team (sales, marketing and logistics).
    • Definition of strategic direction, development and implementation of business plans and portfolio brand plans.
    • Creation and implementation of innovative visibility concepts, service rituals, partnership with Key Accounts.
    • Contribution to the development of a 360 media plan (outdoor displays, TV advertising, digital).
    Results :
    • A multicultural team of 21 people, including 4 expatriates and 9 direct reports.
    • Stopping parallel imports and local stock shortages.
    • From 85% (VSOP-XO) to 98% (VS) market share for the Hennessy brand.
    • Improvement of the Portfolio Mix.
    • Volumes x3, +140% Market Contribution and +190% Turnover in 5 years

    Moët Hennessy Latamec │ April 2009 to October 2014

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    Objective :
    • Open and manage a local office to ensure commercial development in the area.
    Actions:
    • Large presence on the markets: prospecting, Key Account negotiation, prescriber training, sales support, Brand ambassador, etc.
    • Rigorous monitoring of stocks at local importers/distributors.
    • Proactive in managing my agents’ orders.
    • Development and execution of the first marketing plans.
    • Listing in Duty Free shops.
    • Recruitment, training and management of dedicated prescribers at importers/distributors.
    Results :
    • Effective management of the supply chain in the area.
    • Increase in Portfolio Mix.
    • Increased brand activation and visibility.
    • Reduction and harmonization of the payment conditions of our agents.
    • +250% volumes, turnover and market contribution in 2 years.

    Moët Hennessy Latamec│ April 2007 to March 2009

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    CHRD - Distributors – Wholesalers – Cash & Carry
    Commercial management of the Traditional Circuit in sectors of 3 to 14 departments: contracts, orders, brand activation.
    Turnover: €2 million - Team: 3 promoters in the area

    Moët Hennessy DIAGEO│ July 1997 to March 2007

Contact

Tel: +33 (0) 6 42 20 80 52
Email: hourdrydavid@hotmail.com

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LANGUAGES

French (mother tongue)

Fluent English

German A1-A2

Dutch A2

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