Quintessential boosts US focus with new division

UK-based Quintessential Brands has launched a North America division as it seeks to drive key brands with a “multi-million dollar” sales and marketing investment.

Opihr is one of Quintessential Brands’ products set to benefit from the new North America division

Through distributor and importer Prestige Wine & Spirit, Quintessential Brands North America will “reintroduce and fuel” Greenall’s Gin, Opihr Gin, The Dubliner Irish Whiskey and The Dubliner Honeycomb Liqueur in the US from this autumn.

The brands will soft launch for the holiday season in select markets, backed by liquid-to-lips sampling, event sponsorship and social media support. This will be followed by a “robust” on- and off-premise campaign in 2017.

“Last year, Quintessential Brands had the fastest growing mainline gin in the world with Greenall’s and the world’s fastest growing super premium gin with Opihr,” said Enzo Visone, Quintessential Brands founding partner and chairman.

“Irish whiskey currently shows to have one of the biggest growth rates within the whiskey category. The Dubliner Irish Whiskey and The Dubliner Honeycomb Liqueur are poised to capitalise on this budding category and we have committed a significant marketing spend in North America, which will sustain these award-winning brands for years to come.”

Bill Spann, Quintessential Brands North America CEO, added: “Quintessential Brands North America has all of the enthusiasm, energy and purpose that is the hallmark of a new and exciting venture. Our marketing spend in the United States, as in all markets, is in part-dependent on sales and on our view of opportunity. Our immediate USA activities require a seven-figure launch fund to support new opportunities.

“Our company is not about creating a flash in the pan. Our brands haven’t been that way in the last two hundred years and aren’t that way now.”

Earlier this year, former Irish Deputy Prime Minister Dick Spring joined Quintessential Brands Ireland as non-executive director to assist the company in expanding its Irish drinks operations.