PLB chooses rum for first spirit move

17 October, 2008

PLB is to market the Matusalem

rums from the Dominican Republic as its first

foray into

branded spirits .

The company is also lining up

a deal for a vodka described by Adam Wyartt, head of its new spirits division, as a global player but with a relatively low UK profile .

The expansion of the business comes as part of PLB's five-year strategy to diversify its offering and follows a recent move into the branded beer market.

Four rums from the Matusalem range - previously handled by Inspirit Brands - will join the PLB portfolio.

The main off-trade focus will be on the Solera 7 brand, with Platino white rum, Solera 10 Clasico and Solera 15 Gran Reserva

completing the range.

Wyartt said: "PLB has had some dealings with brandy before but only through its wine agencies, so this is a significant move - it's the first time spirits will feature in their own right in the portfolio."

Managing director Peter Darbyshire added: "It is important in today's climate to be able to offer a full range of services.

"Our work over the past year or so has been geared towards broadening our base of disciplines - from consolidating our marketing and retail sales teams to boosting the focused wholesale division. "

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