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Tuesday, February 18, 2025
26.9 C
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Tuesday, February 18, 2025

Commercial model colleagues create iconic brand for global market

Estimated reading time: 4 minutes and 5 seconds
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What began as a friendly rivalry within the modeling world has unexpectedly evolved into a thriving entrepreneurial partnership for Mark Rivera and Vernon Carandang, co-founders of Sula, a premium liqueur brand proudly crafted in the Philippines.

Together, they have transitioned from professional models to global ambassadors of Filipino heritage, building a brand that celebrates the country’s culture and craftsmanship.

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Friendship-turned partnership

Rivera and Carandang’s 11-year friendship began in the competitive modeling world, where they often worked closely on projects.

Working together has deepened their camaraderie, eventually leading to business ventures during the pandemic. While some projects did not take off, Sula emerged as their most rewarding endeavor.

“We started with nothing but an idea and a shared purpose. Our friendship taught us trust, balance, and resilience,” said Carandang, who is now a marketing expert.

He also dabbled as a PR practitioner, but after an assessment of his strengths and weaknesses, he decided to stick to being an entrepreneur and a marketing guy.

For Rivera, who grew up in Milan, Italy, Sula is a personal mission. “Growing up, Filipinos were often stereotyped as helpers In Italy. I wanted to change that perception. With Sula, I wanted to showcase the incredible talent and craftsmanship within the Philippines and inspire a new perception of our country,” he said.

Rivera, remains active in the entertainment industry as an actor and singer despite taking a break from his first love, football, as a member of the Philippine Azkals Team.

Conversation starter

Jewel in Filipino, Sula encapsulates the brand’s mission to showcase the richness of the Philippines. Crafted from locally-sourced ingredients, Sula liqueurs feature flavors like coconut, coffee, and chocolate, each made sans preservatives or additives to ensure authenticity.

The coffee liqueur, for instance, features a blend of Arabica, Robusta, and Liberica beans, naturally extracted for depth of flavor. With alcohol content varying by flavor―19 percent for coconut, 26 percent for chocolate, and 36 percent for coffee―Sula offers a distinctive profile that caters to diverse palates.

“We want our consumers to be surprised and intrigued. While we’re secretive about upcoming flavors, they will always highlight Philippine produce. Think of flavors that haven’t been discovered yet, something we’re proud to share with the world. But these require new investments, so we’re taking it step by step, gradually and practically,” Rivera said.

The founders believed that Sula is not merely a liqueur—it’s an invitation to connect on a deeper level, a catalyst for meaningful connections.

“When you bring Sula abroad to share with friends or family, it’s not just about pouring a drink,” Carandang said. “The product itself is a conversational piece. Instead of offering wine or tequila, imagine sharing a unique liqueur and saying, ‘This is a Filipino brand’.”

Research, education

The launch of Sula was meticulously planned. The duo engaged a New York-based agency to conduct a comprehensive global market study, ensuring their product was strategically positioned for success.

However, educating consumers remains a challenge. “When people think of liqueur, they often associate it with mixers,” Carandang noted. “For us, it’s about introducing them to the idea of enjoying it as a standalone drink. We call it ‘liquid-to-lips’ marketing―once people taste it, the product speaks for itself.”

Rivera recognized that the market is full of options, but there’s always room for something new and genuine. “Our focus is on offering a product that not only sparks curiosity but also resonates with authenticity.”

Their approach mirrors the success of other Filipino brands like Don Papa Rum, which sold for €300 million to Diageo. Rivera and Carandang are determined to follow a similar path by building a global brand that highlights Filipino ingenuity.

While the brand has not had an official local launch, Sula made its European debut at a private art exhibit in Venice, Italy, in September 2023. “It was the perfect stage to introduce Sula to an elite audience,” Rivera said.

Attended by 50 socialites, the event positioned the brand as a premium product, marking its first steps toward global recognition.

Despite the international acclaim, the founders remain grounded. “We want Filipinos to embrace Sula and take pride in it before expanding further,” Rivera said.

Through their company, Cervia Global Trading Inc., Sula has experienced significant growth in its market presence, and yet the partners are not limiting their exploits to Sula. They intend to explore other exports, possibly furniture and coconut-based goods.

Future plans

Building Sula required overcoming significant hurdles. Rivera and Carandang initially handled all aspects of the business themselves, gradually expanding their team and operations.

“We had no background in the liquor industry, but last year was about learning and testing the waters,” Rivera said. “Now, we’re fast-tracking our growth with experienced professionals to guide us.”

Moving forward, the founders envision Sula becoming a local icon, not just a fixture at events. “We’re planting seeds now, confident that this year will bring significant growth and increased recognition,” Carandang said.

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