PANDAN is a founder-led premium spirits build in a category dominated by legacy houses with eight-figure marketing lines. The brief: translate a genuinely differentiated product into a defensible, distribution-ready brand without spending like the incumbents.
A founder-led premium spirits play needed to translate a strong product into a defensible, distribution-ready brand — without the budget of a category incumbent.
Strong product, but no clear position against the legacy rum shelf.
Distribution conversations required a real brand system — not a deck of moodboards.
Founder budget, founder timeline, no in-house marketing function.
Stepped into the CMO role directly. Owned the marketing line end-to-end instead of handing back recommendations.
Tied price tier, category claim, and visual identity together so the brand reads coherent on shelf, on bar, and on socials.
Channel mix across on-premise, off-premise, DTC, and tasting-room — sequenced and budgeted for a founder-stage P&L.
Built the materials, story, and proof points distributors actually need before they pour resources behind a new label.
Brand system shipped. Live commercial program with a clear position and price-tier — ready for tasting room, on-premise, and DTC channels.
Full brand system shipped.
Live commercial program with a clear position and price tier.
Ready and selling across tasting room, on-premise, and DTC.