Drinks experts Jeremy Rockett and Mark Dawkins, both of whom have more than 75 years’ experience working in the premium alcohol sector, have spearheaded the business.
The new company will focus on spirits, beers and mixer brands and will target individual pubs as well as larger pubcos.
Managing director Rockett, who has worked in high-profile roles for the likes of Marblehead Brand Development, Gonzalez and Marks & Spencer, said: “We have a fantastic proposition, which began gathering momentum as soon as discussions began.
Fresh and dynamic
“Our board has over 75 years’ collective experience in the drinks trade and the team we have in place already covers all the key UK cities in the on-trade.
“We are taking on a handful of complementary agency brands in the UK and selected export markets, as well as delivering some exciting new products of our own as the year progresses.”
The brand also plans to work closely with product owners to create “tailor-made solutions” for activations, added Rockett.
“We plan to bring a fresh, dynamic and agile approach to the business, particularly to the way we collaborate with brand owners and partners.
“Our focused business model and experience will allow us to recognise and quickly react to opportunities for our brands.”
Brands in the company’s portfolio include Ampersand Strawberry Gin, Babička Vodka, Brandy de Jerez, La Mosca Sambuca, Stukaberg Herbal Schnapps and Tiramisu Liqueur among many others.
Maxxium UK rebrand
Meanwhile, earlier this week, spirits business Maxxium UK announced a rebrand to Edrington-Beam Suntory, as well as new additions to its portfolio.
The company will add vodka, Tequila and Irish whiskey to its portfolio, it said.
Of the changes, managing director Mark Riley said: “Our premium portfolio continues to drive consumer demand in the UK marketplace.
“There seemed no better time to cement this strong position by drawing on the heritage and recognition of two spirit producers – making our business better understood in the UK market.”