LoneWolf Spirits partners with Global Brands to expand distribution

By James Beeson contact

- Last updated on GMT

Done deal: Global Brands will now distribute LoneWolf’s gin and vodka, and its RTD cans of Gin & Tonic across UK bars
Done deal: Global Brands will now distribute LoneWolf’s gin and vodka, and its RTD cans of Gin & Tonic across UK bars

Related tags: Global brands, Gin

LoneWolf Spirits – the distilling arm of Scottish craft beer company BrewDog – has announced a new partnership with drinks supplier Global Brands, in a move it hopes will boost sales by £40m over the next two years.

Global Brands will now distribute LoneWolf’s premium gin and vodka, and its ready-to-drink (RTD) cans of gin and tonic across its extensive network of UK bars.

The company aims to boosts unit sales of LoneWolf’s London dry gin, single malt vodka and canned Gin & Tonic by 100,000 cases in a bid to increase retail sales by £40m in the next 24 months.

Global brands will also be distributing BrewDog’s whisky – Uncle Duke’s – across the UK on-trade, off-trade and international markets.

Innovation, knowledge and enthusiasm

LoneWolf spirits managing director Doug Bairner said the quality of Global Brands’ products, its innovative ideas, knowledge and enthusiasm for the industry were key factors in deciding to partner with the company.

“We created LoneWolf because the world of spirits is in danger of becoming complacent, and consumers deserve better,” he said. “We distil – actually distil – from scratch on our premises and are creating spirits all the way from grain to glass.”

“Global Brands instantly understood this and our passion for people to be able to enjoy a truly crafted spirit when they go to a bar, restaurant or hotel.

“We had shortlisted three distributors who each had their own unique strengths. We chose Global Brands for the quality of their Franklin & Sons business, the innovative ideas they came forward with in the pitch process and the knowledge and enthusiasm of their people.”

Premium drinks distribution

Global Brands distributes and manufactures a range of alcoholic drinks, premium tonics, mixers and soft drinks, and has recently opened a sales and marketing office in Shoreditch, east London, as part of its ongoing commitment to developing premium spirits and mixers. 

Its portfolio includes RTDs such as Hooch, VK and Crooked Beverage Co, and spirits such as Corky's Schnapps and Jungfrau Liqueur.

Global Brands founder and chairman Steve Perez said: “Our range of premium tonics, mixers and soft drinks, and Franklin & Sons, is sold in some of the UK’s most desirable and popular on-trade venues, whether that’s independent bars or boutique hotels.

“They are the types of places where people want more from their drink and won’t accept compromise. They are venues that attract discerning drinkers who will appreciate the quality of LoneWolf spirits."

Perez continued: “As well as being able to put LoneWolf into the right on trade venues, Doug and his team appreciated our own unrelenting pursuit of perfection on Franklin & Sons. We share the same unwavering commitment to only using natural ingredients across the range and won’t ever make any move that sacrifices taste.

“We know that, for our customers, quality and taste is everything. This really resonated with LoneWolf.” 

Related topics: Spirits & Cocktails

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