Instil Drinks Company to unveil 14 new brands

UK distributor Instil Drinks Company is to “re-launch” later this year after adding 14 new products to its portfolio.

Instil Drinks Company will unveil 14 new brands in its portfolio on 1 March

The company said it is now ready to release the new brands following 12 months spent “examining the range, listening to customer feedback and making management changes”.

Set to be unveiled at a London event on 1 March, the new portfolio additions include an aged rum and range of artisanal gins.

The Instil Drinks Company is the spirits arm of Bibendum PLB Group, which formed at the end of 2014 following the merger of Bibendum and PLB

“Following the merger of Bibendum and PLB at the end of 2014, Instil faced the challenge of combining a spirits company with a beer and cider company,” said Mark Johnson, managing director of Instil

“We found we needed to adapt and evolve. What we have now is a brand agency that offers on trend, authentic and distinctive products to fill the gaps where retailers and on-trade outlets need to differentiate themselves from their competitors and meet the increased demand of their customers for something original.”

In April last year, the founder of Instil Drinks, Nick Rodgers, launched new UK distribution firm Identity Drinks Brands, focusing “on high quality spirits that are looking for rapid growth in the UK”.