MBG Global Brands moves into Nordic region

Drinks distributor MBG Global Brands has created a new unit to operate in the Nordic markets.

MBG Global Brands is to take brands including Meyer’s Bitters to the Nordics

Newly formed MBG Nordic will handle 15 brands in the Nordics, distributing to both the on- and off-trade through local partners. The firm will also launch its brands in travel retail markets throughout the region.

“The gap in the market is where brands act on market and consumer terms, instead of following old norms and patterns,” said Jakob Vallentin, managing director of MBG.

“At MBG Nordic, we don’t seek price or size. We seek innovation. Not forced distribution channels. We seek potential.”

MGB brands set to launch in the region include: Il Santo sambuca, Cazcabel Tequila, the Dos Mas shot brand and Meyer’s Bitters. MBG claims these brands “fill a gap in the market”.

“Too many brands let product, packaging, POS and product manuals stand in the way of their access to markets,” added Vallentin.

“The hole in the market is where brands are active in the market and consumer conditions, instead of following the old norms and patterns.

“At MBG Nordic leader we either by lower price points or quantity. We are looking for innovation and identifies potential.”

The brands distributed by MBG annually generate more than €250m annually.