LoneWolf Spirits makes Global Brands part of the pack
- Partnership expected to increase LoneWolf retail sales by £40m over the next two years as distiller targets sales of 100,000 extra cases
- Global Brands will distribute LoneWolf’s premium gin and vodka, and RTD cans of gin & tonic
- Distribution partner selected for its nationwide relationships with extensive network of UK bars
- Global Brands also to distribute BrewDog’s smooth supersonic whisk(e)y Uncle Duke’s.
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.”
Global Brands distributes and manufactures a range of alcoholic drinks, premium tonics, mixers and soft drinks, and has recently opened a sales and marketing office in Shoreditch, London – the home of UK mixology – as part of its ongoing commitment to developing premium spirits and mixers.
Steve Perez continued: “The UK’s demand for premium quality spirits and serves continues to rise, and we want to ensure we remain at the forefront of industry trends so that we always deliver against the highest expectations. We’re continually investing in consumer research and customer relationships to do this and drawing on this knowledge, we know LoneWolf will be a massive success in the premium-end of the on trade.”
LoneWolf Spirits, created in April 2017 and based in Ellon, Scotland, utilise the finest craftsmanship and ingredients to produce truly craft spirits. Its vodka is distilled four times and filtered only once to allow its sweet grain character to shine, while its distillery is home to the world’s only triple bubble still and the tallest rectification column of any craft distillery in Europe. This allows for maximum copper contact during distilling, delivering spirits unparalleled in purity and quality.
Doug Bairner, concluded: “Our team has an unwavering obsession with creating only the very best. The partnership with Global Brands means we can sustain this obsession with perfection. It means we can continue to pour our heart and soul into creating more great products, and giving consumers an alternative to the ‘vanity-first, flavour-second’ spirits already out there.”
LoneWolf is already available in Tesco, Morrisons and Sainsburys.
Global Brands will also be distributing BrewDog’s smooth supersonic whisk(e)y Uncle Duke’s across the UK On Trade, Off Trade and International markets.
Notes to Editor:
About Global Brands
Established in 1997, Global Brands has established a portfolio of 17 brands for every occasion spanning premium tonics, mixers and soft drinks, spirits and liqueurs, beers, RTS cocktails and RTDs. The company was founded by entrepreneur Steve Perez, who still runs the independent company today.
In the UK off trade, Global Brands’ drinks are stocked by the majority of the country’s major multiple grocery retailers, convenience stores, premium retailers, and cash and carries. The company is also a leading supplier of drinks to the UK on trade, with its drinks sold in many of the UK’s major high street bar chains, hotel operators, late night venues and large regional brewers.
Looking beyond the UK, Global Brands’ drinks are sold in 57 countries around the globe. The company prides itself on market-leading innovation. In 2015, it launched a range of premium quality tonics, mixers and soft drinks, Franklin & Sons. These are now sold in 35 countries globally. In 2017, the company evolved the RTD category to create a new offer of alcoholic soda, the Crooked Beverage Co, which is made using real fruit juice and no artificial sweeteners or flavours to provide consumers with an alternative to fruit ciders and craft beers.
LoneWolf Distillery is here to put the craftsmanship back into spirits. Creating its own pure base spirit from malted barley and malted wheat, bespoke brewer’s yeast and Scottish water. The distillery launched in 2015 and not only houses the world’s only triple bubble still but Europe’s tallest rectification column. LoneWolf Distillery is backed by Scotland’s largest independent brewery, BrewDog, and located in a corner of its brewery in Ellon, Aberdeenshire.
LoneWolf Gin is an uncompromising redefinition of twenty-first century gin.
Resinous juniper and zesty citrus form the perfect backbone of this Gin. Lemongrass and Kaffir lime leaves supplement the fresh grapefruit and lemon peel which after a zest-filled start give way to delicate spice from the coriander, pink peppercorns and mace. Lavender arrives at the finish, bringing perfect floral sweetness and Scots pine needles help to embed the juniper until the very end.
LoneWolf Vodka is purity personified.
Filtered only once, leaving the true character of the spirit intact. The devil’s in the detail, and so is the taste. A crisp, smooth and self-assured vodka. Subtle sweet grain with vanilla is followed by just a hint of icing sugar. A velvety smooth mouthfeel precedes a warming finish.
For more information go to www.lonewolfspirits.com