Toorank ditches ‘Dutch Spirits’ name

Sloane’s Gin producer Toorank has returned to its former company name after 11 months, ditching its moniker Dutch Spirits after a management reshuffle.

Netherlands-based drinks producer Toorank has “retired” its Dutch Spirits name

Toorank first announced it was to change its name to Dutch Spirits in April last year as part of a “new growth phase” to push the company internationally.

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

However, the company has since “retired” the Dutch Spirits name, blaming a “senior management change”.

The Dutch drinks producer appointed Natal da Graça to the role of managing director, taking over from Andy Mallows who left the company in January 2018.

“There has been a period of change at Toorank over the last couple of years,” said Graça. “However, while Dutch Spirits was a well designed brand image, we felt it didn’t encapsulate the true nature and international strategy of the Toorank business.

“On reflection, the rebrand was felt to be more cosmetic and the true DNA of the company was still Toorank – this was felt strongly from both customers and employees alike and they are our primary concern.”

The company unveiled its rebrand at wine and spirits trade show Prowein, held on 18-20 March in Düsseldorf this year.

To coincide with the rebrand, the company also launched a bottle redesign for Sloane’s Gin, which aims to emulate the glass roof of the British Museum’s Great Court.

Company owner Toon Blij bought Toorank from Metaxa in 1990, and the business currently trades in 50 markets worldwide.