Brad Erceg began his career with Frucor Suntory in 2005 as a territory manager. He has gradually assumed various roles within the business that challenged and allowed him to increase ownership and leadership responsibilities across its commercial wing.
Now general manager for New Zealand, Erceg is excited about the opportunity to lead the market and grow, with an emphasis on strategy, culture, and overall business performance. Erceg is proud of how Frucor Suntory has established an ethos that places equal value on culture and performance.
"Operating at this intersection is a driving passion and something I look forward to continuing to inspire in my new role, how we can foster an environment where the best of both worlds thrive harmoniously," said Erceg.
To steer Frucor Suntory Oceania with continued success in the market, Erceg plans to take full advantage of its upcoming partnership with Suntory Oceania, which will officially become a multi-beverage group in 2026. During this transitional period, Erceg will take an ambidextrous approach to leadership, focusing on delivering performance today whilst transforming for the future.
Erceg will prioritise his team, consumers, and business efficiencies to realise these strategies.
"It's crucial to channel our resources effectively to fuel our brands and operations."
Non-alcoholic ready-to-drink beverages are a category of particular focus for Erceg to leverage as it has experienced significant and exciting growth in New Zealand over the past four years. This popularity has been propelled by the energy and transformation category surpassing the overall beverage category growth, with energy drinks performing at an impressive 16 percent growth and ready-to-drink coffee flying at a 61.2 percent growth. With several of Frucor's staple brands falling under these popular categories, leveraging its existing position within the market to further take advantage of the growing consumer demand for non-alcoholic ready-to-drink beverages supports the business's sustained growth.
With these categories, there has been a growing consumer demand for sugar-free, functional beverages with sustainable packaging options, which it has addressed by evolving its existing lines, including its upcoming version of V Zero Sugar.
"We're also looking for ways to lessen our impact on the environment, something we have in common with many of our customers."
Erceg continued that Frucor has a strategy aligned with Suntory's robust 2030 sustainable commitments, which span various facets of business, from water usage and focus on CO2 reduction in direct and indirect operations to innovative packaging solutions.
Suntory's value of the 'Yatte Minahare' spirit strongly aligns with Erceg's vision for the company's future.
"With Frucor having emerged from humble beginnings as the Apple and Pear board, our business has thrived on a culture of evolution and seizing opportunities fearlessly. I envision preserving and advancing this entrepreneurial spirit as a key driver of our success."
Central to Frucor Suntory's future strategy is striking a delicate balance – maintaining the skill and innovation characteristic of a smaller enterprise while leveraging its strengths of being part of a larger organisation. Erceghopes to lead the local business by encouraging his team to think expansively, take well-calculated risks, and approach challenges with the same enthusiasm that has defined the business's journey thus far, ensuring that it navigates the complexities of the industry with agility, resilience, and an unwavering commitment to embracing new possibilities.
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