10 International

11 July, 2008

The Lodge, Guildford Road, Effingham, Surrey KT24 5PE

T: 01372 454910

E: info@10international.com

W: 10international.com

Established: 2006

Turnover: £7 million

Marketing and promotional spend for 2008/9: £200,000

Brands: Pink Elephant, DFJ (Portugal), La Poderosa, Bodega del Fin del Mundo (Argentina), Left Bank, Yvon Mau (France), Chamanto, Tierra del Fuego (Chile), Altoro, Bodega 1877 (Spain)

Off-trade split: 85%

Key personnel: Bill Rolfe, director; Toby Hancock, director; Neil Bench, operations director

10 International has developed three new brands in the past year: La Poderosa from

Argentina, Left Bank from Yvon Mau in France, and Chamanto from Chile. Pink Elephant Rosť has gained distribution in the UK and has been supported by consumer shows and guerrilla marketing. Neil Bench, ex-Oddbins, has joined the company as operations director and Filipe Fernandez as Portuguese brand manager. The business is looking to develop more new brands in the year ahead.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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