In Worldfavor’s product mapping offer for the beverage industry, it’s essential to understand the various actor types involved in the creation and distribution of alcoholic beverages. Each actor plays a unique role in the journey from raw ingredients to the final product that reaches consumers.
Here’s an illustrative overview of these key actor types:
Actor type | Description |
Grower | The grower is involved in the cultivation of the agricultural raw materials used in alcoholic beverage production. For instance, they might grow grapes for wine, barley for beer, or sugarcane for rum. Their role focuses on farming and harvesting the core ingredients that will eventually be used in the beverage-making process. |
Processing producer | This actor is responsible for the initial processing by for example, mashing or pressing the agricultural raw material (such as grains, fruits, grapes, malt or sugar) into a form suitable for fermentation or distillation. In the case of spirits, they might handle the extraction or conversion processes needed to prepare the raw materials for the production stage. |
Actual producer | The actual producer is the entity where the distillation, fermentation or brewing takes place of the alcoholic beverage. This could also include aging (if applicable). This role encompasses both the technical and creative aspects of beverage production. |
Bottling facility | This facility handles the final stages of production, specifically bottling the finished alcoholic beverage. They are responsible for packaging the product in bottles or cans, ensuring that it is sealed, labeled, and ready for distribution. They may also be involved in quality control during the bottling process. |
Brand owner | The brand owner is responsible for the marketing, branding, and overall identity of the alcoholic beverage. They may or may not be involved in the production process directly but focus on promoting the product, building brand recognition, and managing distribution channels. The brand owner can also have the legal producer responsibility towards the customer and be the responsible contact on the packaging. They often work closely with producers and bottling facilities to ensure that the product aligns with the brand’s vision and standards. |
It is common for one party to have multiple roles in the supply chain. For example, the party can be both a grower and an actual producer. In these cases, the party should be mapped once for each actor type in the supply chain.
❗ Note: This description of actor types is illustrative and intended to provide a general understanding of their roles in the beverage industry. It is not exhaustive and there may be additional nuances and variations in different contexts.