JW Filshill, the Glasgow-based wholesaler, has acquired Eldorado Tonic Wine brand as part of its purchase of KB Agencies.
KB Agencies, which previously shared joint ownership of Eldorado with Halewood Artisanal Spirits, secured full ownership of the brand prior to the subsequent acquisition by JW Filshill.
Filshill will use subsidiary company – Differentiator Brands Ltd – to sell and market Eldorado. Simon Hannah, CEO of Filshill comments, “This represents a new approach for us and a different route to market which will allow us to engage with wholesalers and convenience stores outwith our current wholesale business structure,” Mr Hannah explained.
“We have first-hand experience of what wholesalers and retailers need from a brand and we now have a chance to put some of that in place.”
He added, “This gives us ownership of an established brand for the first time in over 40 years and underpins our ambitions to diversify the business as well as attract new customers and grow a category of the UK alcoholic drinks market.
“We are excited about the opportunity to be able to put in place and trial some innovative marketing initiatives to drive category growth, expand geographical distribution and generate sales across the wholesale and retail channels.”
Industry stalwart Kenny Brown, former sales manager at Halewood who has worked closely with the Eldorado brand over many years, will join Differentiator Brands as customer development manager.