Global Brands Expands Portfolio, Announces Partnership with RedLeg Rum

In a strategic move to broaden its portfolio, Global Brands Ltd is proud to announce its latest partnership with award-winning RedLeg Spiced Rum. This partnership will see Global Brands representing RedLeg in the UK major grocery and cash & carry channels, marking the beginning of Global Brands incorporating established third-party brands into its business model. Utilising its extensive sales network, and proprietary logistics and warehouse capabilities.

Owned by Distil, RedLeg Spiced Rum is a celebrated Caribbean spirit that has quickly become a favourite in major UK supermarkets since its launch in 2013. Its accolades include a double gold at the prestigious San Francisco World Spirits Competition. This partnership is poised to leverage Global Brands’ robust distribution network and market insights, ensuring RedLeg’s accelerated growth and enhanced market presence.

Global Brands, known for its diverse portfolio including VK, Hooch, and Franklin & Sons, has nurtured a close relationship with RedLeg since 2019. This collaboration has already seen the successful launch of the RedLeg Spiced Rum & Franklin & Sons 1886 Cola, available in 250ml RTD cans at selected Co-Op and Morrisons stores.

Julian Atkins, Managing Director at Global Brands, commented, ” After a fruitful relationship collaborating with RedLeg on our ready-to-serve 250ml cans, we’re really pleased to be working with the team at Distil on the distribution of its brands in the UK off premise. We’ve long admired the RedLeg brand with its eye-catching logo and great liquid so I’m looking forward to further driving its availability, and that of Distil’s other brands, for consumers.

“As we enhance our sales team and further develop our in-house warehouse and logistics capabilities, partnering with RedLeg also represents a key step in our strategy to diversify our brand offerings. This collaboration allows us to leverage our expertise, efficiencies, and relationships to benefit not only RedLeg but our future third-party brand partners.”

Don Goulding, Chairman at Distil, expressed his enthusiasm about the partnership, “We are delighted to collaborate with Global Brands to distribute RedLeg across the UK’s Grocery, Cash & Carry, and Convenience sectors. Their powerful distribution network and logistics capabilities, coupled with their close relationships within these channels, will ensure our products are delivered with the highest standard, supporting our brand’s rapid growth.”