BrewDog’s LoneWolf Spirits appoints new distribution partner

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LoneWolf Spirits, the distilling arm of Scottish craft beer company BrewDog, has selected Global Brands as its distribution partner following a competitive three-way tender process.

Global Brands will support LoneWolf in achieving its ambitions of increasing availability of its range of spirits in the UK’s most desirable and popular bars. This will see LoneWolf retail sales grow by £40m over the next two years as Global Brands boosts unit sales of its London Dry Gin, Single Malt Vodka and canned Gin & Tonic by 100,000 cases.

Doug Bairner, Managing Director of LoneWolf Spirits, comments: “We created LoneWolf because the world of spirits is in danger of becoming complacent, and consumers deserve better.

“We distil – actually distil – from scratch on our premises and are creating spirits all the way from grain to glass. Global Brands instantly understood this and our passion for people to be able to enjoy a truly crafted spirit when they go to a bar, restaurant or hotel. We had shortlisted three distributors who each had their own unique strengths. We chose Global Brands for the quality of their Franklin & Sons business, the innovative ideas they came forward with in the pitch process and the knowledge and enthusiasm of their people.”

Global Brands founder and Chairman, Steve Perez, comments: “Our range of premium tonics, mixers and soft drinks, Franklin & Sons, is sold in some of the UK’s most desirable and popular on trade venues, whether that’s independent bars or boutique hotels. They’re the types of places where people want more from their drink and won’t accept compromise. They’re venues that attract discerning drinkers that will appreciate the quality of LoneWolf spirits.

“As well as being able to put LoneWolf into the right on trade venues, Doug and his team appreciated our own unrelenting pursuit of perfection on Franklin & Sons. We share the same unwavering commitment to only using natural ingredients across the range and won’t ever make any move that sacrifices taste. We know that for our customers, quality and taste is everything. This really resonated with LoneWolf.”

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