Bibendum targets multiple growth

13 June, 2014

Bibendum wants to increase the share of its business going to off-trade multiple retailers.

The sector accounts for around a third of Bibendum’s sales, but its head of wine Andrew Shaw told OLN he has “significant targets” for expansion.

He said: “Multiple retail is a focus of huge investment. We have 60-100 suppliers who could all supply the multiple retail market, which aren’t hard brands and tend to be flexible, dynamic, privately-owned businesses who we worked increasingly collaboratively with in projects to take to market.

“Hopefully this makes us more relevant to the multiples.”

The agency has always worked with multiples but mainly in own-label and exclusive labels.

Bibendum has taken on agencies from Slovenia and Uruguay. Shaw said: “The direction of the portfolio is uncovering more excitement in terms of regions and countries.”

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