Toorank rebrands to Dutch Spirits

11th April, 2017 by Nicola Carruthers

Sloane’s Gin producer Toorank has changed its name to Dutch Spirits as the distiller seeks to grow its brand identity internationally.

Toorank changes its name to Dutch Spirits

The rebrand is part of a “new growth phase” to push the company beyond its current core markets of Holland, UK, USA and Poland.

“The decision to change our corporate identity was a result of our ambition to grow, both at home and internationally,” said managing director, Andy Mallows. “We want to become the biggest Dutch distilling group and felt we needed a strong identity to achieve this. We wanted an identity that reflected our Dutch heritage, as well as the passion and identity of our workforce, hence Dutch Spirits.”

“The one common ingredient across all our drinks is the people that work at Dutch Spirits. They are Dutch Spirits’ heart and soul and provide quality products that incorporate a highly flexible mix of innovation, design skills and manufacturing know-how.”

As part of the rebrand, Dutch Spirits has also launched a new website – www.dutchspirits.com.

“We want to become the global partner of choice for the development, production and supply of spirits portfolios. As a family-owned business, we have developed a reputation for producing the world’s best tasting spirits and this will be the foundation of our future success,” said Mallows.

Owner Toon Blij bought Toorank from Metaxa in 1990, with the business currently trading in 50 markets worldwide.

In June last year, Hi-Spirits signed a deal with Dutch Spirits to be the firm’s exclusive UK and Ireland distributor.

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