Global drops two beer imports

27 June, 2008

Global Brands has dropped two imported beer brands - but is still committed to beer and keen on new brands.

The company has axed Viru from Estonia and Carib from Trinidad & Tobago , saying the move came as it sought to "shake out poor-performing brands and focus attention on the more successful brands" in its portfolio.

A spokesman added that the definition of poor performance was "not based purely on sales". He added: "We're not dropping out of the beer market and are working on a strategy for going forward."

Interviewed by OLN's sister pub-trade paper The Morning Advertiser in February, Global managing director Steve Perez said Viru was "making serious inroads" into the market, while Carib was "faring quite well, but will always be a niche brand".




Bookmark this


Site Search

COMMENT

What makes wine special

Reaching the 50th instalment of Hemmingís Way is hardly the biggest milestone, but I donít need much of an excuse to pour myself a glass of champagne before getting dressed. Itís a better reason than I had for all 49 other instalments, anyway. Not that that stopped me.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter