Global Brands "shaking up" portfolio to concentrate on Hooch, Reef and VK

By Robyn Black

- Last updated on GMT

Related tags Alcoholic beverage Investment

Global Brands is ditching four brands from its portfolio, as it looks to focus on a “tighter core range.”

The distributor’s contracts with Four Roses bourbon, Sobieski vodka, Ypióca Cachaca and Opal liqueurs will end on the 31 January, though Global Brands is keen to point out all the brands have enjoyed three consecutive years of growth under its stewardship.

“Having surpassed our growth and distribution targets we have reached the right point to conclude our brand work with these brands,” said marketing director Simon Green.

He said the company isn’t ruling out future deals but for the moment would be concentrating on its best performing brands, such as its VK RTD range and the raft of NPD it launched last year, which includes the re-launch of retro alcopops Hooch and Reef.

“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.” Green said.

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