Innis & Gunn reveals French distribution partnership

Both brands will operate under Sip Drinks and will aim to dramatically grow their business throughout the on-trade in France.

Each firm has outlined extensive investment plans to boost brand awareness and visibility during the launch.

The new business will be based in Paris and will initially focus on the on-trade and cavistes – bistro/bar – channels and follows Innis & Gunn’s significant investment in the launch of its second Beer Kitchen site in Dundee last month.

‘Inns & Gunn French partnership’​

Vincent Heavey, general manager of Sip Drinks, said: “By bringing together the expertise and experience of both Innis & Gunn and Grupo Diego, we believe Sip Drinks will be a strong and dynamic company in the French market, which will offer an unequalled range of drinks.

“With such terrific internationally renowned brands in our portfolio and the opportunity to add complementary premium brands over time, our ambition is to become a key player in the craft beer, premium wine and spirits business.”

Throughout the rest of this year Innis & Gunn, which reported a turnover of £11.8m in 2014, will boost its presence through trade partnerships, he added.

Partnering with companies such as Grupo Diego Zamora would allow the brand to establish new business and drive long-term brand growth.

Grupo Diego Zamora Europe region director Robert Eastham said: “In the complex organisation of drinks distribution in the French market, creating Sip Drinks with Innis & Gunn is the ideal solution for us to address the issues that route to market raise, such as brand focus, resources, attention to detail and more.”

‘Spreadable beer’​

Meanwhile, Innis & Gunn launched a ‘spreadable beer’ last month, which it will showcase at its new Dundee Beer Kitchen, a format that the Scottish brewer plans to roll out to two more sites this year.

The spreadable beer, which is a beer-infused marmalade, will be available for customers to try for free at Beer Kitchen sites for a limited time.

At the time Dougal Sharp, founder of Innis & Gunn, said: “We are educating diners about the nuances and complexities in beer that they otherwise might be unaware of.

“Our staff will let them know what type of beer accompanies a meaty stew, for instances, or what they should sip on to draw out new flavours in desserts.”