Global Brands ditches Four Roses to focus on RTDs

UK distributor Global Brands is dumping several of its lines to concentrate on its Ready-to-Drink portfolio.

Four Roses Bourbon will no longer be distributed in the UK by Global Brands

The group will ultimately cease the distribution of the Four Roses Bourbon, Sobieski vodka, Ypioca cachaca and Opal liqueurs as of 31 January 2013.

Global Brands claims the success of new product developments (NPDs) Hooch and Reef, both of which were relaunched in 2012, has influenced the distributor to concentrate on its strongest brands, including the RTD market leader, VK.

Simon Green, marketing director for Global Brands, said: “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.”

The four disposed spirit brands have delivered three years of growth under Global Brands in both the on- and off-trade.

Opal Sambuca and Fratello, both owned by Distillerie Francoli, will be distributed by Bibendum, Four Roses will become part of the Spirit Cartell portfolio, while the future of Ypioca, which was acquired by Diageo last year for £300m, and Sobieski has not been clarified.