Castel Gabon — Distribution Structuring for Modern Packaging

PProblem

Traditional wholesalers in Gabon were specialized in returnable glass bottle distribution using crate-based logistics. This structure limited the deployment of cans and PET bottles, reducing market penetration and growth potential for modern packaging innovations.

AActions

• Designed and launched a dedicated distribution structure focused exclusively on one-way products.
• Opened a specialized warehouse and implemented a dedicated truck fleet to serve traditional trade outlets directly.
• Built a route-to-market model adapted to fragmented African retail networks.
• Managed logistics organization, commercial coordination, and field execution.

RResults

• Increased physical in-store presence by +50% across traditional retail channels.
• Generated €700K incremental revenue within the first year.
• Accelerated adoption of cans and PET formats in a historically returnable-glass-dominated market.
• Created a scalable distribution model improving execution quality and innovation rollout speed.