The Buyer | Matt Mckee on why the on-trade is still vital for challenger brands

“Operators increasingly want stories, provenance and individuality. A challenger brand can provide exactly that. The on-premise is where personality beats penetration.” As an ex Distill Ventures MD, Matt Mckee, knows what it takes to launch a new brand into the market - including his own The Original Deeds Rum brand - and here makes the case for why the on-trade, despite all its issues, still remains the ideal platform for challenger brands in particular to make their mark.