As Senior Director for Premium Brands and Execution at Carlsberg Asia, Rommel Fuentebella leads the charge in shaping how brands like 1664 and the Beyond Beer portfolio connect with consumers across the region. Drawing on over two decades of experience in beauty, beverages, FMCG, and luxury, he shares insights into the art of blending emotional storytelling, cultural nuance, and disciplined execution—crafting brand experiences that resonate deeply in Asia’s complex and fast-evolving markets.
With over 20 years of experience across categories and regions — from beauty at P&G to beverages at Coca-Cola and Moët Hennessy — what core branding principles you’ve carried with you throughout?
With over 20 years of experience across diverse industries—from beauty at P&G to beverages at Coca-Cola and luxury at Moët Hennessy—there are several core branding principles that I’ve consistently carried with me. The first is the power of storytelling. Great brands are built on compelling narratives that highlight what makes them unique, whether it’s the meticulous sourcing of ingredients, the innovation behind the product, or the craftsmanship involved in its creation.
Another essential principle is a deep commitment to excellence, not just in the products we offer but also in the consumer and shopper experiences we create. This commitment allows us to connect authentically with a diverse range of consumers while upholding our dedication to quality and innovation.
Lastly, something that might be undervalued in a metrics-driven world is the power of our gut…I am naturally inquisitive in understanding the cultures of the markets that I operate in and over time this has allowed me to build my gut reactions for campaigns and programs. And I do listen to it, and then connect that with empirical data.
You oversee premium brands like 1664 and the Beyond Beer portfolio. What defines their unique consumer connection and premium identity in the Asian market?
In overseeing premium brands like 1664 and the Beyond Beer portfolio, the connection with consumers is defined by several key elements: cultural relevance, elevated experiences, and authenticity. With the Beyond Beer portfolio, we are tapping into emerging consumer trends such as a growing appetite for new flavors and an increasing demand for more personalized, curated experiences.
These products resonate with a younger audience seeking something fresh yet still premium. Ultimately, understanding what premium means to the Asian consumer is crucial; it goes beyond just higher quality to encompass relatability and connection.
Your role bridges strategy and execution. How do you ensure that bold marketing ideas translate into consistent, high-impact execution across different markets?
In my role, which bridges strategy and execution, I am committed to ensuring that our bold marketing ideas translate into consistent, high-impact execution across diverse markets. This begins with fostering strong collaboration among our teams. I believe that the best results come from a collective effort, where insights from local teams are not just valued but integral to our strategy.
Aligning our marketing strategies with local insights is fundamental. Each market has its unique characteristics, and understanding these nuances allows us to tailor our approaches while still maintaining a cohesive brand narrative. This alignment ensures that we’re not just pushing a one-size-fits-all message but rather creating campaigns that resonate meaningfully with local consumers.
Regular communication and feedback loops are vital components of this process. By establishing open lines of communication, we can swiftly adapt our strategies based on real-time market responses. This agility is essential in today’s fast-paced environment, where consumer preferences can shift rapidly. Our ability to pivot and refine our campaigns ensures that we remain relevant and engaged with our audience.
Additionally, I emphasize the importance of establishing clear KPIs and metrics to evaluate the effectiveness of our campaigns. By measuring our impact, we can identify what works and what doesn’t, enabling us to continuously improve our execution and drive better results.
From beauty to beverages, how do you emotionally connect consumers to products that embody lifestyle and aspiration?
Creating an emotional connection begins with understanding how a product fits into a consumer’s life.
We’re not just offering a product; we’re presenting a piece of a lifestyle and a means to connect with others. With beverages, particularly premium ones, this connection often revolves around social experiences—be it celebrating special moments or simply enjoying a well-deserved break in a hectic day.
The key across both sectors is storytelling. People resonate with narratives that reflect their values and aspirations. By weaving compelling stories around our products, we create deeper connections that go beyond mere consumption and foster a sense of belonging and identity.
For younger consumers like Gen Z and Millennials, what are the most effective ways for premium brands to build emotional resonance and loyalty?
For younger consumers like Gen Z and Millennials, emotional resonance and loyalty stem from brands that feel relevant and genuinely connect with them. For premium brands, this means embracing authenticity.
Our storytelling must delve deeper, reflecting core values such as sustainability, inclusivity, and creativity.
The younger generation is particularly drawn to purpose-driven brands that align with their beliefs and aspirations. By authentically engaging with these values, we can cultivate a loyal customer base that feels a strong connection to our brand and its mission.
Both of you have international backgrounds and have worked with major global corporations. In your view, what are the key success factors in building premium brands within Asia’s culturally diverse landscape?
The key to success lies in a deep respect for the cultural nuances present in the Asian market. Understanding the specific desires and preferences of consumers is crucial to building a brand that feels locally relevant.
Equally important is the emotional connection that brands foster. In Asia, this connection can be cultivated through elements such as culture, craftsmanship, innovation, or purpose. It’s vital for a brand to tap into these emotional aspects in an authentic way to truly resonate with consumers.
Throughout your journey in developing premium brands, what is one significant lesson you've learned that stands out as particularly memorable?
Throughout the journey in developing premium brands, one significant lesson I’ve learned is the paramount importance of truly listening to consumers. Understanding their needs, desires, and feedback is crucial to shaping a brand’s direction. It’s not just about the vision for the products; it’s about what resonates with the target audience.
Engaging with consumers through surveys, focus groups, and social media interactions has proven invaluable. This active engagement fosters loyalty and helps brands remain relevant in an ever-changing market. Additionally, insights gained from consumers often lead to unexpected innovations. By creating a dialogue, new ideas and perspectives can emerge that enhance offerings. Ultimately, it's about building a brand that consumers feel a part of—one that reflects their values and aspirations. This connection transforms a simple purchase into a meaningful experience.
Looking ahead, what makes you feel most optimistic about the future of the premium segment in the Asian market?
The evolving mindset of Asian consumers is a significant source of optimism for the future of the premium segment. There is a growing appreciation for quality, craftsmanship, and meaningful experiences that resonate deeply with consumers. The younger generation, in particular, is redefining what it means to be premium. They are increasingly seeking brands that prioritize purpose, authenticity, and emotional connection.
This shift opens up exciting opportunities for brands to innovate and be more creative. By aligning with the values that matter most to consumers—such as sustainability, social responsibility, and inclusivity—brands can forge deeper relationships with their audiences. This connection goes beyond mere transactions; it fosters loyalty and encourages consumers to become advocates for the brand.
Moreover, the rise of digital platforms allows for enhanced engagement, enabling brands to interact with consumers in real time and gather valuable feedback. This dynamic environment encourages continuous improvement and responsiveness to consumer needs.