Sales
Account Management
Merchandising
In-Store Sampling
Building Brands with Passion & Purpose Across FMCG
Michel Brothers Activations helps brands win at store level through best-in-class sales execution, merchandising, account management and sampling support.
50+
MSO Partnerships
300+
Representatives
250+
Brands Supported
5,000+
Completed Activations
50+
MSO Partnerships
300+
Representatives
250+
Brands Supported
5,000+
Completed Activations
50+
MSO Partnerships
300+
Representatives
250+
Brands Supported
5,000+
Completed Activations
Trusted by major brands and retailers
Our Services
What we do
Our Services
What we do
Independent Sales
Our sales teams deliver structured, in-field execution across both grocery and liquor, focused on building distribution and driving commercial outcomes.
Through targeted call cycles, trade relationships, and a deep understanding of the retail landscape, we support brands in securing ranging, growing orders, and establishing a strong presence in store.
Independent Sales
Our sales teams deliver structured, in-field execution across both grocery and liquor, focused on building distribution and driving commercial outcomes.
Through targeted call cycles, trade relationships, and a deep understanding of the retail landscape, we support brands in securing ranging, growing orders, and establishing a strong presence in store.
Account Management
We own the relationship between brand and retailer, ensuring every program is planned, executed, and delivered with consistency.
Across grocery and liquor, we manage account communication, coordination, and field performance. Drinxfactory and Brandfactory support Metcash accounts and Multi-Store Operators across key account management. This includes ranging, promotional planning, stakeholder management, and performance reviews.
Account Management
We own the relationship between brand and retailer, ensuring every program is planned, executed, and delivered with consistency.
Across grocery and liquor, we manage account communication, coordination, and field performance. Drinxfactory and Brandfactory support Metcash accounts and Multi-Store Operators across key account management. This includes ranging, promotional planning, stakeholder management, and performance reviews.
Merchandising
We deliver disciplined merchandising execution across grocery and liquor, ensuring brands show up strongly at shelf and in the right space in store.
From shelf presence and display builds to POS placement and compliance, our teams focus on the details that drive visibility and support rate of sale. With clear reporting, photo validation, and structured in-field execution, we help brands win in trade and maintain standards across every store touchpoint.
Merchandising
We deliver disciplined merchandising execution across grocery and liquor, ensuring brands show up strongly at shelf and in the right space in store.
From shelf presence and display builds to POS placement and compliance, our teams focus on the details that drive visibility and support rate of sale. With clear reporting, photo validation, and structured in-field execution, we help brands win in trade and maintain standards across every store touchpoint.
In-Store Sampling
We deliver premium in-store sampling across grocery and liquor, designed to drive product trial, build shopper confidence, and convert purchase in the moment.
Our team manages the process end to end — from retailer bookings, session planning, and staffing through to point of sale builds, execution in field, and post-campaign reporting. We do more than simply sample product; we represent the brand properly in store, engage retail staff, educate shoppers, and create genuine interaction at point of purchase.
In-Store Sampling
We deliver premium in-store sampling across grocery and liquor, designed to drive product trial, build shopper confidence, and convert purchase in the moment.
Our team manages the process end to end — from retailer bookings, session planning, and staffing through to point of sale builds, execution in field, and post-campaign reporting. We do more than simply sample product; we represent the brand properly in store, engage retail staff, educate shoppers, and create genuine interaction at point of purchase.
Our Advantage
Why brands Trust us
We combine national coverage with strong Relationships, real execution and clear reporting.
Our Advantage
Why brands Trust us
We combine national coverage with strong Relationships, real execution and clear reporting.
National Footprint
Strong nationwide reach helping FMCG brands expand into key markets and retail channels.
National Footprint
Strong nationwide reach helping FMCG brands expand into key markets and retail channels.
Deep Relationships
Trusted partnerships with retailers, distributors, and industry leaders across the FMCG sector.
Deep Relationships
Trusted partnerships with retailers, distributors, and industry leaders across the FMCG sector.
Industry Experience
Extensive FMCG experience supporting brands through growth, expansion, and market success.
Industry Experience
Extensive FMCG experience supporting brands through growth, expansion, and market success.
Data & Analytics
Actionable insights and data driven strategies that support smarter business decisions.
Data & Analytics
Actionable insights and data driven strategies that support smarter business decisions.
Testimonials
what our clients say
Testimonials
what our clients say
"I can’t speak highly enough about Ariah and the wider Drinxfactory team, they have executed in store samplings for us across all the major liquor chains. We brief them on product and messaging & from there they take full control of the process. They care about your brand and deliver a really authentic service so much so they will feel like an extension of your business."
Mark Collins
Co-Founder, Mandatory Spirit Co
"Drinxfactory has excelled in conducting consumer samplings in retail stores for us, showcasing professionalism, diligence, and a passion for our brand. Their real-time feedback mechanism is commendably efficient, putting them ahead in the industry. Due to their work, we have the confidence of our retail partners and are gaining more listings."
Kieran Barton
Co-Founder, Chilli Marketing & Noot Drinks Co
"Ariah and the team are exceptionally driven to deliver results. Drinxfactory processes and awesome communication, means that the entire experience from initial call, to briefing, managing and booking the stores, ensuring stock is available and being able to access results and receive feedback and performance is seamless."
Nikki Romans
Nikki Romans Consulting
"Drinxfactory's sampling campaigns have been a game changer for us in driving trial and getting more liquid-to-lips, which in turn has significantly boosted our sales both in-session and over time. The professionalism of their in-store team ensures our brand is always well represented."
Braeden
Dodge Drinks
"We've partnered with Drinxfactory for three years and remain consistently impressed by their professionalism, market insight, and attention to detail. In 2024, we worked with the team to relaunch Strongbow with tastings, and the results were outstanding. We highly recommend working with the Drinxfactory Team."
Steve Hopkins
Drinkworks Director
"Drinxfactory run all of our in-store-tastings both retail and on-premise and always amaze me. Between their perfect brand ambassadors to efficient reporting, they really are a special team to work with and we love working with them. We have run several campaigns across the Coles Network and seen significant impacts our brands."
Tanyah Mah
Marketing Director, Amber Beverages
"Ariah and the team have supported our brand for over two years, delivering reliable, professional execution across tastings and merchandising in the Coles Liquor network. They've consistently delivered with professionalism, reliability, and strong engagement across merchandising and tastings."
Chris Blockley
Director, Casella Wines
"Drinxfactory deliver a excellent in-store tasting programs for our team, showcasing strong brand presence and meaningful customer engagement exactly what we set out to achieve. The data dashboard provided valuable insights into consumer interactions and feedback, which added a powerful layer of understanding to the campaign."
Drew Doty
Director, Proof Drinks Marketing
"Following a significant increase in our products' distribution in Coles Liquor in October 2024, we partnered with Drinxfactory to boost sales and build our brand across these new stores in NSW. They provided a professional, scalable & affordable solution to service these new distributions. Their no-fuss approach, flexibility, and industry experience inspired confidence."
Ben Thomas
National Accounts, Hawke's Brewing
"Drinxfactory's agile & thorough service has helped our customers improve service standards, elevate brand visibility and improve advocacy across key venues ultimately creating additional value for our brands, our partners and the consumer. They are proactive, reliable and easy to do business with, a trusted partner. We've seen a noticeable uplift in engagement as a result of their work."
James Maxwell
Head Of On-Premise, Bacardi
"As a small business, we don't have the capacity to facilitate our own tastings. Using Drinxfactory has meant we can get ‘liquid on lips’ much easier given the coverage they provide. Having a dedicated resource to run an exclusive SOLBEVI tasting is critical to us achieving brand and product awareness. Hence, this is our biggest but most important marketing expense."
Stefan Di Benedetto
Director, Solbevi
"Drinxfactory's expertise in brand ambassadors, in-field merchandising and in store sampling has significantly enhanced our products visibility and consumer engagement. They are professional and always deliver."
Lara Gardener
Marketing Director, 36 South & Morris
"Drinxfactory's sampling campaigns have been a game changer for us in driving trial and getting more liquid-to-lips, which in turn has significantly boosted our sales both in-session and over time. The professionalism of their in-store team ensures our brand is always well represented."
Braeden
Dodge Drinks
"Ariah and the team are exceptionally driven to deliver results. Drinxfactory processes and awesome communication, means that the entire experience from initial call, to briefing, managing and booking the stores, ensuring stock is available and being able to access results and receive feedback and performance is seamless."
Nikki Romans
Nikki Romans Consulting
"I can’t speak highly enough about Ariah and the wider Drinxfactory team, they have executed in store samplings for us across all the major liquor chains. We brief them on product and messaging & from there they take full control of the process. They care about your brand and deliver a really authentic service so much so they will feel like an extension of your business."
Mark Collins
Co-Founder, Mandatory Spirit Co
"Drinxfactory has excelled in conducting consumer samplings in retail stores for us, showcasing professionalism, diligence, and a passion for our brand. Their real-time feedback mechanism is commendably efficient, putting them ahead in the industry. Due to their work, we have the confidence of our retail partners and are gaining more listings."
Kieran Barton
Co-Founder, Chilli Marketing
"We've partnered with Drinxfactory for three years and remain consistently impressed by their professionalism, market insight, and attention to detail. In 2024, we worked with the team to relaunch Strongbow with tastings, and the results were outstanding. We highly recommend working with the Drinxfactory Team."
Steve Hopkins
Drinkworks Director
"Drinxfactory run all of our in-store-tastings both retail and on-premise and always amaze me. Between their perfect brand ambassadors to efficient reporting, they really are a special team to work with and we love working with them. We have run several campaigns across the Coles Network and seen significant impacts our brands."
Tanyah Mah
Marketing Director, Amber Beverages
"Following a significant increase in our products' distribution in Coles Liquor in October 2024, we partnered with Drinxfactory to boost sales and build our brand across these new stores in NSW. They provided a professional, scalable & affordable solution to service these new distributions. Their no-fuss approach, flexibility, and industry experience inspired confidence."
Ben Thomas
National Accounts, Hawke's Brewing
"Drinxfactory's agile & thorough service has helped our customers improve service standards, elevate brand visibility and improve advocacy across key venues ultimately creating additional value for our brands, our partners and the consumer. They are proactive, reliable and easy to do business with, a trusted partner. We've seen a noticeable uplift in engagement as a result of their work."
James Maxwell
Head Of On-Premise, Bacardi
"Drinxfactory's expertise in brand ambassadors, in-field merchandising and in store sampling has significantly enhanced our products visibility and consumer engagement. They are professional and always deliver."
Lara Gardener
Marketing Director, 36 South & Morris
"As a small business, we don't have the capacity to facilitate our own tastings. Using Drinxfactory has meant we can get ‘liquid on lips’ much easier given the coverage they provide. Having a dedicated resource to run an exclusive SOLBEVI tasting is critical to us achieving brand and product awareness. Hence, this is our biggest but most important marketing expense."
Stefan Di Benedetto
Director, Solbevi
"Drinxfactory deliver a excellent in-store tasting programs for our team, showcasing strong brand presence and meaningful customer engagement exactly what we set out to achieve. The data dashboard provided valuable insights into consumer interactions and feedback, which added a powerful layer of understanding to the campaign."
Drew Doty
Director, Proof Drinks Marketing
"Ariah and the team have supported our brand for over two years, delivering reliable, professional execution across tastings and merchandising in the Coles Liquor network. They've consistently delivered with professionalism, reliability, and strong engagement across merchandising and tastings."
Chris Blockley
Director, Casella Wines
About Us
Michel Brothers
About Us
Michel Brothers
Ariah Michel
Director
Ariah Michel
Director
Ariah Michel founded the business at 18, building it into a national operation through a relentless focus on execution, systems, and in-field performance. With a hands-on approach, Ariah leads from the front working closely with brands and teams to drive real results in store.
The key to success for Ariah has always been in the teams hard work, commitment to our brands and love and passion for the people we work with and for.
Ariah Michel founded the business at 18, building it into a national operation through a relentless focus on execution, systems, and in-field performance. With a hands-on approach, Ariah leads from the front working closely with brands and teams to drive real results in store.
The key to success for Ariah has always been in the teams hard work, commitment to our brands and love and passion for the people we work with and for.
Judd Michel
Director
Judd Michel
Director
Judd joined Michel Brothers in 2026. With decades of experience in FMCG, including senior leadership at Heineken, Coca Cola Europacific Partners, Betway and many other companies. Judd brings 25 years of deep industry knowledge, relationships and a relentless abiity to win. He works closely with partners to unlock growth across distribution, sales, and in-store execution.
Judd’s strength lies in strategy — positioning brands to be sold and driving the performance that underpins the group’s success.
Judd joined Michel Brothers in 2026. With decades of experience in FMCG, including senior leadership at Heineken, Coca Cola Europacific Partners, Betway and many other companies. Judd brings 25 years of deep industry knowledge, relationships and a relentless abiity to win. He works closely with partners to unlock growth across distribution, sales, and in-store execution.
Judd’s strength lies in strategy — positioning brands to be sold and driving the performance that underpins the group’s success.
We build brands with passion and purpose — and put them in danger of being sold.
Backed by experience, driven by execution, and focused on outcomes, we help brands show up the right way and perform where purchase decisions are made.
We build brands with passion and purpose — and put them in danger of being sold.
Backed by experience, driven by execution, and focused on outcomes, we help brands show up the right way and perform where purchase decisions are made.
We build brands with passion and purpose — and put them in danger of being sold. Backed by experience, driven by execution, and focused on outcomes, we help brands show up the right way and perform where purchase decisions are made.
We build brands with passion and purpose — and put them in danger of being sold. Backed by experience, driven by execution, and focused on outcomes, we help brands show up the right way and perform where purchase decisions are made.
We build brands with passion and purpose — and put them in danger of being sold. Backed by experience, driven by execution, and focused on outcomes, we help brands show up the right way and perform where purchase decisions are made.
We build brands with passion and purpose — and put them in danger of being sold. Backed by experience, driven by execution, and focused on outcomes, we help brands show up the right way and perform where purchase decisions are made.
Our Brands
Our Companies
Our Brands
Our Companies
Independent Sales
Merchandising
Account Management
In-store Sampling
Drinxfactory
Drinxfactory
Drinxfactory partners with leading liquor companies in Australia to deliver sales, merchandising, and in store sampling programs nationally. We work across independent retailers and major banners to build distribution, drive rate of sale, and deliver disciplined in-store execution. We don't just support brands, we help them win.
Drinxfactory partners with leading liquor companies in Australia to deliver sales, merchandising, and in store sampling programs nationally. We work across independent retailers and major banners to build distribution, drive rate of sale, and deliver disciplined in-store execution. We don't just support brands, we help them win.
Independent Sales
Merchandising
Account Management
In-store Sampling
Brandfactory
Brandfactory
Brandfactory is a national retail execution agency partnering with leading brands across grocery and FMCG in Australia. We deliver sales, merchandising, and activation programs to build distribution, strengthen shelf presence, and drive strong in-store performance. We don't just activate brands, we position them to win.
Brandfactory is a national retail execution agency partnering with leading brands across grocery and FMCG in Australia. We deliver sales, merchandising, and activation programs to build distribution, strengthen shelf presence, and drive strong in-store performance. We don't just activate brands, we position them to win.
Service Locations
where do we service
We support brands across metro, regional and key independent networks nationally.
Service Locations
where do we service
We support brands across metro, regional and key independent networks nationally.
Connect. Merchandise. Sell. Win.
Connect. Merchandise. Sell. Win.
Let’s talk about how we can help you stand out and win on your next campaign, sales push or in-store activation.
Contact Us
Let's Build Together
Get in touch and one of our directors will reach out to discuss how we can support your brand.
Contact Us
Let's Build Together
Get in touch and one of our directors will reach out to discuss how we can support your brand.
Let's Connect
We connect your brand with the right retailers, drive in-store execution, and turn activity into real sales.
MICHEL BROTHERS ACTIVATION
MICHEL BROTHERS ACTIVATION
MBA
Connect. Sell.
Merchandise. Win
Built for brands that want to win. We connect strategy, sales, and execution to drive performance across grocery and liquor retail.
Built for brands that want to win. We connect strategy, sales, and execution to drive performance across grocery and liquor retail.
Contact Details
13/30 Maddox Street Sydney Alexandria 2015
13/30 Maddox Street
Sydney Alexandria 2015
© 2026 Michel Brothers
Designed by AJ A.
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ajaoas.gd@gmail.com