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Lone Wolf appoints Global Brands as UK distributor

Lone Wolf Spirits has selected Global Brands as its UK distribution partner in an effort to grow its on-trade presence and increase retail sales by £40 million (US$55.2m) over the next two years.

Lone Wolf Spirits has recruited Global Brands as its UK on-trade distribution partner

Global Brands will be responsible for distributing Lone Wolf’s gin, vodka, and RTD gin and tonic cans in UK on-trade premises. It will also handle the on- and off-trade distribution of Brewdog’s Uncle Duke’s Whisky.

The distilling arm of Scottish craft beer producer Brewdog hopes the partnership will help it to increase case sales by an extra 100,000 by 2020.

“We created Lone Wolf because the world of spirits is in danger of becoming complacent and consumers deserve better,” said Doug Bairner, managing director of Lone Wolf Spirits, which was founded in 2015 and is base in Ellon, Scotland. “We chose Global Brands for the quality of their Franklin & Sons business, the innovative ideas they came forward with in the pitch process and the knowledge and enthusiasm of their people.

“Our team has an unwavering obsession with creating only the very best. The partnership with Global Brands means we can sustain this obsession with perfection.

“It means we can continue to pour our heart and soul into creating more great products, and giving consumers an alternative to the ‘vanity-first, flavour-second’ spirits already out there.”

Global Brands boasts a portfolio of 17 brands covering premium tonics, mixers and soft drinks – including Franklin & Sons – as well as numerous spirits, liqueurs, beers and RTD cocktails.

“We know that for our customers quality and taste is everything,” said Steve Perez, Global Brands founder and chairman. “This really resonated with Lone Wolf.

“The UK’s demand for premium quality spirits and serves continues to rise and we want to ensure we remain at the forefront of industry trends, so that we always deliver against the highest expectations.

“We’re continually investing in consumer research and customer relationships to do this, and drawing on this knowledge we know Lone Wolf will be a massive success in the premium end of the on-trade.”

Lone Wolf Spirits launched a limited-edition single malt barrel-aged vodka and Gunpowder Gin in December 2017.

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