Global Brands establishes premium spirits arm

Franklin & Sons producer Global Brands has created a new independent spirits division to tap into the growing trend for premium drinks.

Global Brands’ new Inspirit division features a number of gin brands

The dedicated premium spirits division, called Inspirit, will debut with a range of gins including Rock Rose Gin, Mistral Gin, Ginraw Gin, Didsbury Gin, and Teichenné’s gin portfolio, as well as Techienné liqueurs, Holy Grass Vodka and Bonanto Aperitivo.

The unit will also explore rum, Tequila, whisky and the low- and no-alcohol category.

The Inspirit division will showcase the brands through “cutting-edge collaborations”, consumer experiences and brand activations.

“The initial focus of the Inspirit portfolio will be celebrating the growth and popularity of gin in the spirits industry, but we are actively looking for likeminded brands, especially within rum, Tequila and whisky,” said Tim Garratt, Inspirit’s commercial manager.

“With a range of British and European distilleries included in our portfolio, Inspirit offers a choice of styles each with a distinctive point of difference, from natural flavourings to gastronomic techniques, and from locally sourced in Scotland to botanicals found in Provence.”

Led by Garratt, the Inspirit arm will specialise in all areas of brand development, with the team’s experience spanning cocktail consultancy, new site openings and management of high-profile venues.

Demand for premium spirits

According to 2018 data from the Wine and Spirit Trade Association (WSTA), spirits account for £11.1 billion (US$1.4bn) of sales in the UK drinks market, led by growth in premium variants.

Of new spirits launched in the UK in 2018, 81% occupied the premium and super-premium segments, CGA data showed.

In 2019, British consumers bought 76 million bottles of gin worth £2.3bn (US$3bn), WSTA figures revealed.

According to Global Brands, consumers are opting for “superior ingredients, healthier options and trusted premium brand names”. The average premium drinker is now forking out £104.82 (US$136) per month, compared to a £78.16 (US$101.50) spend by a standard spirits customer.

Global Brands founder and chairman Steve Perez said: “Our Inspirit team will operate as a separate business unit, but will utilise the expertise of the Global Brands network, including our Franklin & Sons team, whose range of premium quality tonics, mixers and soft drinks are now sold in 53 countries.

“Franklin & Sons will however continue to work closely in collaboration with spirit partners at trade and consumer shows and tastings.

“The UK’s demand for premium quality spirits and serves continues to rise and we want to ensure we remain at the forefront of these industry trends through the Inspirit team.”

Inspirit will use Global Brands’ network of resources in the UK. The company boasts a number of listings in the on- and off-trade.