Global Brands back in beer business

03 October, 2008

Global Brands has ended speculation about its

involvement in the beer market with the acquisition of North Yorkshire-based distributor Fullback Imports.

There had been trade talk of Global quitting beer altogether after losing the UK distribution for Tsingtao last year, and dropping the Trinidadian brand Carib and Estonia's Viru earlier in 2008.

The firm

also parted company with

beer brands director John Harley, appointed two years earlier .

The acquisition sees Fullback's Saku Kuld Estonian beer, Zagorka Special from Bulgaria and the Belgian abbey-style Peerdebrug Blond join Global's portfolio.

Fullback was set up in April 2007 by Justin Horsman and Neil Robinson, both of whom have joined the Global team at its Chesterfield office, as trade marketing manager and senior national account manager respectively.

Global chairman Steve Perez said: "All three of these beer brands are already performing well in the marketplace, but we saw an opportunity to grow their market share further.

"The brands fit well with our distribution base and our expansion plans."

Carib and Viru were dropped as Global sought to "shake out poor-performing brands",

it said at the time.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter