Drinks supplier and distributor Global Brands is shaking up its portfolio to focus on its core products.
The company, which owns brands including Kick Energy and VK, is ending its distribution contracts with brands Four Roses bourbon, Sobieski vodka, Ypióca Cachaça and Opal liqueurs, effective from 31 January. Global Brands said that, while all four brands had seen three years of consecutive growth, it now wanted to focus on its strongest ranges and NPD.
Among Global Brands’ recent activity has been the relaunch of pioneering RTD Hooch, the development of the Hooper’s RTD brand and the expansion of Kick Energy into Walmart stores in the US.
“2012 saw us launch a range of NPD as well as delivering impressive growth across the portfolio,” said marketing director Simon Green. “Kick Energy, tequila beer Amigos and Jungfrau herbal liqueur are performing exceptionally well in on and off trade channels.”
“Having surpassed our growth and distribution targets we have reached the right point to conclude our brand work with Sobieski, Four Roses, Ypióca Cachaça and the Opal range, “ he added. “The door is not closed to future distribution deals but we need to ensure these deals are balanced with the strength and growth of our own portfolio.”