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Global Brands announces portfolio shake up in light of NPD success

Monday, 18 March 2013 14:36

Following its successful run of NPD in 2012, including both Hooch and Reef being named ‘Top Brand Launches’ by the Publican’s MA, Global Brands has announced it will be focussing on a tighter core range and increasing investment behind launching new, innovative products to the market in 2013.

As a result Global Brands will be ending distribution contracts with Four Roses bourbon, Sobieski vodka, Ypióca Cachaça and Opal liqueurs. The portfolio changes will come into action effective 31st January 2013.

Although these spirit brands have seen three consecutive years of growth following listings with national on and off trade customers, Global Brands has decided to concentrate on NPD and its strongest brands, such as the RTD market leader, VK.

Simon Green, Marketing Director for Global Brands, commented:

“2012 saw us launch a winning range of NPD as well as delivering impressive growth across the portfolio. Kick Energy, Amigos and Jungfrau herbal liqueur are performing exceptionally well in on and off trade channels, but as NPD creates category growth we’re taking the decision to increase investment in opportunities which can bring new excitement and interest to the trade to support customers and re-engage consumers.

“Having surpassed our growth and distribution targets we have reached the right point to conclude our brand work with Sobieski, Four Roses, Ypioca Cachaca and the Opal range. However, the door is not closed to future distribution deals, but we do need to ensure that these deals are balanced with the strength and growth of our own portfolio.”