International Wine Services relaunches Odessa vodka and Squire’s London Dry gin

International Wine Services, the trading arm of C&C Group, has re-launched Odessa vodka and Squire’s London Dry gin into the On Trade after a packaging makeover. The brands were purchased by C&C Group in 2013 and the move has been branded a “natural progression” for the group.
Squire’s London Dry gin dates back to the 1960’s and the new bottle combines imagery of the gin’s botanicals alongside the squire that was prominent on the previous labelling.
Odessa is a Ukrainian style, triple filtered vodka, which would have appeal as a house vodka. The new packaging has been designed to stand out and give the brand a premium feel.
Shaun Goode, Commercial Director of IWS says, “We are excited to be able to offer these fantastic spirit brands as part of our growing range. We know that many of our customers are looking for great looking and tasting house vodka and gin, but also want to be able to maximize their margin opportunity.”