Oskars Brediks, with over 15 years of experience in the FMCG sector, shares his journey to establishing the successful Hedonya gin brand. He explains how brand development and smart marketing helped create an internationally recognized product. Brediks also reveals the most important lessons from the past decade, emphasizing the importance of creating emotional value for a product and staying close to the customer.

 

Tell your story, how did you end up in FMCG business?

I have been in the FMCG business for over 15 years, working in vegetable processing and confectionery production. I have gone through all stages of a company’s operations, starting with stocking store shelves and delivering goods to managing a group of companies.

 

What is the biggest lesson past 10 years?

The biggest lesson of the last 10 years is that many can produce a product, but only a few can sell it. Developing your own brand plays a crucial role, or, if you don’t have your own brand, then having a highly efficient production facility that manufactures products for other brands becomes essential. We are currently pursuing the first path described.

 

What are your most memorable successes?

The most memorable experience was the rebranding of the Skrīveru brand and the way customers perceived the product. For example, milk toffee candies with a mint flavor were hard to sell at €2.50/kg. However, after the rebranding and implementing a new marketing strategy, we essentially renamed the same product as milk toffee with Mojito flavor with price €4,50/kg, and suddenly, we couldn’t keep up with market demand. This taught us a key lesson: marketing and creating a feeling around a product play a hugely significant role.

 

 How and when did you get into gin business?

I entered the gin business relatively recently. It has been about three years since the project began. Hedonya started as a fun idea together with my childhood friend who is also coming from FMCG industry, but it became a top priority after winning a gold medal at the San Francisco World Spirits Awards and receiving recognition from industry professionals.

 

How do you see the future of gin business?

The gin category has been growing rapidly and became oversaturated a few years ago with various craft drinks that deviated significantly from the classic gin we know. I now believe the category is stabilizing, with people seeking new and interesting flavors, but with a classic foundation and the values that London Dry Gin brings through its well-defined production standards.

 

What is your strategy to develop and strengthen the Hedonya brand? What makes your gin brand special compared to others?

Our strategy is to bring freshness to the gin category, embracing the courage to be authentic and staying closer to the customer by focusing on what truly interests them. In our brand communication, we aim to support artists who dare to be different and, as a result, interesting. For bars and clubs, we offer unique solutions for presenting original cocktails and collaborate on creating custom clothing designs so bartenders look modern and stylish. In the end, it’s a win-win because, together, we become more engaging and distinctive.

 

What is your own favorite gin coctail?

My favorite cocktail is the classic Negroni. When it’s prepared correctly, you can savor its intense yet perfectly balanced flavor notes. However, I’m always open to exploring new flavors from time to time.

 

Hedonya representatives will be coming to Estonia in January. If you would like more information and to participate in the Masterclass, please ask our sales agents for more information.