BrewDog has announced that on-trade sales of the company’s spirits arm LoneWolf will be brought back in-house having been managed by drinks supplier Global Brands for close to 18 months.
In January 2018, The Morning Advertiser reported that LoneWolf had agreed a partnership with Global Brands – which counts VK, Hooch, Franklin & Sons and Crooked alcoholic soda among its portfolio – in a move it hoped would boost sales by £40m over the next two years.
However, the latest news from the brewer and pub operator means that as of 1 July – when it takes over on-trade sales of LoneWolf – all of its sales, across all channels will be managed internally.
Scope to collaborate
Commenting on the decision to bring sales for LoneWolf back from Global Brands, David Gates, CEO of BrewDog Distilling after moving from Diageo in November 2018, explained: “I would like to thank Global Brands for all their hard work, commitment and partnership over the past 18 months in establishing the LoneWolf brand.
“They have been excellent partners and we look forward to continuing with various collaborations in the future, especially with their range of premium mixers, tonics and soft drinks – Franklin & Sons.”
Global Brands commercial director Julian Atkins added: “It has been a real pleasure to work with the BrewDog team and to have grown the nationwide distribution of the LoneWolf brands.
“We knew that the brands would eventually form part of the wider BrewDog portfolio and we are proud of the role we have played in the early stages of their development.
“We wish them all the best for the future progression of the range.”
At BrewDog’s latest AGM in April, the company announced the launch of Zealots Heart Gin, Rogue Wave Vodka and a range of whiskies under BrewDog’s Boilermaker series along with the release of LoneWolf Gin & LoneWolf Cloudy Lemon Gin – products that will be available as of 1 July.