Global drops two beer imports

27 June, 2008

Global Brands has dropped two imported beer brands - but is still committed to beer and keen on new brands.

The company has axed Viru from Estonia and Carib from Trinidad & Tobago , saying the move came as it sought to "shake out poor-performing brands and focus attention on the more successful brands" in its portfolio.

A spokesman added that the definition of poor performance was "not based purely on sales". He added: "We're not dropping out of the beer market and are working on a strategy for going forward."

Interviewed by OLN's sister pub-trade paper The Morning Advertiser in February, Global managing director Steve Perez said Viru was "making serious inroads" into the market, while Carib was "faring quite well, but will always be a niche brand".




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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.

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