UK-based Global Brands, an independent drinks producer and distributor, has created spirits division Inspirit in a bid to capitalize on the growing trend for premium drinks.
The division is launching with a focus on gin and includes brands Rock Rose Gin, Mistral Gin, Gin Raw, Didsbury Gin, Teichenne Gin & Liqueurs, Holy Grass Vodka and Bonanto Aperitivo. “With a range of British and European distilleries included in our portfolio, Inspirit offers a choice of styles each with a point of difference, from natural flavourings to gastronomic techniques and from locally sourced in Scotland to botanicals found in Provence,” commented commercial manager Tim Garratt, who heads up the Inspirit team.
Inspirit plans to showcase the brands through collaborations, consumer experiences and brand activations.
The division is looking to expand within Rum, Tequila and Whisky in particular, as well as exploring the No-low categories.
The company highlighted that premium spirits are a significant driver of the £11.1bn spirits segment within the UK drinks market (according to 2018 figures from The Wine & Spirit Trade Association). Indeed, 81% of new spirits launched that year were in the premium and super-premium segments, according to market-research firm CGA.
The average premium drinker is now spending £104.82 per month, compared to £78.16 for a standard spirits drinker, notes Global Brands.
British consumers bought 76 million bottles of gin totalling sales of £2.3bn in 2019. Together with exports, this puts the UK gin category at £3bn, according to government data.
Global Brands’ drinks are sold in 69 countries worldwide. Franklin & Sons, its range of premium quality tonics, mixers and soft drinks launched in 2015, is sold in 53 countries.