About Drinxfactory
We're brand builders at heart. We build brands with passion, blood, sweat and tears.
Drinxfactory started in 2021 and has been built from the ground up.
What started in activation has grown into a national sales, merchandising, sampling and retail intelligence business.
We've grown quickly, but we're still hands-on. We stay close to our clients, our people and what is actually happening in store.
We work hard, move quickly and care deeply about the brands we represent.
Father + son
Two generations.
One business.
Ariah built Drinxfactory from scratch. Judd brings 25 years of experience from businesses including Heineken, CUB/Asahi and CCA.
We're father and son, but at work we challenge each other, move quickly and care about the same thing — delivering properly.
What we agree on is simple:
- — Look after good people.
- — Represent brands properly.
- — Deliver what you say you're going to deliver.
Founder & Director
Ariah Michel
That's where the business is won or lost.
I started Drinxfactory in 2021 after working in independent liquor and seeing first-hand how inconsistent field execution could be. I thought we could do it better, so I started building the business.
What began with activation has grown into a national sales, merchandising, sampling and retail intelligence business.
I still stay close to the detail — our clients, our team and what is actually happening in store. That's where I believe the business is won or lost.
I love building the business, but the best part is seeing good people do great work for brands we genuinely care about.
We've grown quickly, but I don't want us to lose the hunger, pace or accountability we started with.
Director
Judd Michel
Put your brand in “danger of being sold.”
I lead Drinxfactory's sales force and growth strategy across independent and national chain liquor, drawing on a 25-year career with world-class brands including Heineken, CUB/Asahi and CCA.
We take brands to market through passionate, experienced sales people with deep retailer relationships and a genuine understanding of what drives growth at the point of purchase.
Our aim is simple: drive distribution, put your brand in “danger of being sold”, and activate at store level to drive rate of sale.
We don't just sell in. We execute.
We want the brand visible, available and supported in store, because getting the first order is only the start.
We're brand builders at heart, but we also understand the urgency to close the deal. That means understanding the whole path — ranging, distribution, activation, rate of sale and repeat purchase.
Ultimately, we're here to build retailer value, consumer loyalty and sustainable growth for the brands we represent.
Our people
Great brands
need great people.
Our people are the business.
From our sales team and merchandisers to the Brand Ambassadors representing our partners in store, we back good people to do great work.
That's how we've built Drinxfactory — and that's how we intend to keep building it.
