First Quench is turning the spotlight on its own brand range as part of its overall plan to put life back into the business. The first brands to be revamped are its key spirit lines Glen Rossie whisky, Imperial vodka and Victory gin. They have all undergone a revamp in line with the specialist's intention to create products that look good, taste great and offer value for money. The company, which owns the Thresher Wine Shop and Wine Rack brands, has been under pressure from the multiple grocers which have been moving into its traditional markets. Part of its plans to fight back involve a rethink of its own label offering. Head of own brand marketing Helen Munday said: "With a renewed drive for sales and a focus on consumer insights leading First Quench's business turnaround programme, the company has taken a long look at these products and is concentrating on developing their potential and bringing them to life. They have a critical role to play and we will be unveiling new looks and new brands across all our product ranges." {{DRINKS }}

Topics