Global Brands partners with US cocktail mixers producer

Global Brands has strengthened its third-party portfolio with ABMs range of cocktail mixers, syrups and fruit purées. ABM will leverage Global Brands' UK distribution network, plus its market and category insight and expertise to enhance the presence of its brands in the UK on and off-trade and wholesale channels.

Julian Atkins, managing director at Global Brands, said: “Our collaboration with such an established global industry partner is yet another step towards cementing our positioning as the UK’s leading independent cocktail experts.​

‘Perfect fit’

“ABM’s innovative, quality-driven product range and renowned international reputation makes the brand a perfect fit for us, and we’re excited to help them achieve the same levels of success and brand growth here in the UK market.”​

ABM’s brands are available in more than 100 countries across on and off-trade channels, selling 7.8 million 12-litre cases annually across the globe. ABM’s products include natural flavours, gluten-free ingredients, and certifications for kosher and halal, all made with non-GMO pure cane sugar.

ABM EMEA division sales manager Marco Canova added: “We are thrilled to kickstart this partnership and are excited by the opportunities it presents in a key market like the UK.​

Future plans

“Collaborating with Global Brands is set to significantly enhance our distribution reach and sales performance. We are confident that together, we can achieve sales of 200,000 12-litre cases and beyond, in the near future.”​

Meanwhile, AB InBev has sold spirits company Atom Group back to founder and chief executive Justin Petszaft,​ ​six years after acquiring the business.

The drinks giant originally bought the group and its portfolio of brands – online retailer Master of Malt, spirits producer Atom Brands, craft spirits distributor Maverick Drinks and wholesaler Master of Malt Trade – in 2018.