Global’s managing director Derek Mackey said the deal had furthered its ambition to become “the UK’s leading drinks brand development business”. He said: “It’s about offering leading brands in emerging categories and taking a partnership approach with retailers.”?The deal strengthens Global’s spirits portfolio with the addition of Four Roses Bourbon, El Dorado rum, Ocho tequila, No 3 London Dry Gin, St-Germain liqueur and Opal Nera sambuca.
Mackey said the newly formed company would strive to get “the consumer interested in long drinks via in-store sampling, demonstrations and education”.
He added that Global remains on the look out for further acquisitions as it
“seeks to extend the portfolio into the right categories”.
These include brands doing well in independent style bars.