Global Brands pinpoints RTDs

Global Brands has announced the end of its representation of Four Roses bourbon, Sobieski vodka, Ypióca Cachaça and Opal liqueurs, effective as of the end of last month. It now plans to focus its efforts on its RTDs such as Hooch, Reef and VK.Bibendum Wine has already announced its acquisition of Opal liqueurs.Simon Green, marketing director for Global Brands, said, “2012 saw us launch a winning range of NPD as well as delivering impressive growth across the portfolio. Kick Energy, Amigos and Jungfrau herbal liqueur are performing exceptionally well in
on and off trade channels, but as NPD creates category growth we’re taking the decision to increase investment in opportunities which can bring new excitement and interest to the trade to support customers and re-engage consumers.”He continued, “Having surpassed our growth and distribution targets we have reached the right point to conclude our brand work with Sobieski, Four Roses, Ypióca Cachaça and the Opal range. However, the door is not closed to future distribution deals, but we do need to ensure that these deals are balanced with the strength and growth of our own portfolio.”