Innovatus merges with Pedrino Spritz

Spirits producer Innovatus Drinks has added apéritif brand Pedrino Spritz to its portfolio.

The partnership will enable Innovatus Drinks to ‘react faster to evolving consumer habits and preferences’, it said.

Paul McCarthy, CEO of Innovatus Drinks, said: “Our collaboration with Pedrino Spritz is a game-changer for Innovatus Drinks. With this expanded portfolio, we are in a prime position to be more agile in meeting the ever-changing demands of our discerning customers. Reacting swiftly to consumer trends has always been our priority, and now, with the addition of Pedrino Spritz, we can bring even more exceptional offerings to the market.”

Innovatus Drinks has partnered with music festivals in the past, and previously acquired brands such as Willem Barentsz Gin.

The company is also the owner of Horse Guards Gin.

As part of the merger, Innovatus Drinks will be adding Pedrino Spritz founder, Sam Showering, to its board, and Joe Knopfler to its advisory panel.

Showering said: “This partnership opens up incredible possibilities for both companies. By combining our strengths, we can leverage data-driven insights to identify and capitalise on emerging trends quickly. This will undoubtedly enable us to stay ahead of the competition and deliver unparalleled experiences to consumers.”

In April 2019, Innovatus Drinks revealed its “ambitious” expansion plans, with an aim to raise £1.2 million (US$1.5m).