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IWS relaunches Odessa vodka and Squire’s gin

International Wine Services, the trading division of the C&C Group which is responsible for marketing its newly acquired wines and spirits range, has re-launched Odessa vodka and Squire’s London Dry gin into the UK on trade.

In 2013, the C&C Group purchased both brands as part of a portfolio of wine and spirits to support their multi-beverage proposition.

Both brands have undergone a packaging makeover since being acquired by the C&C Group. Odessa, a Ukrainian style vodka which is triple filtered for superior quality, is now presented with a stylish black logo and contemporary label design. Positioned as a house vodka, the new packaging gives the brand a more premium feel and the bottle has great stand out on the bar.

Squire’s London Dry gin, a well loved brand dating back to the 1960s, is reportedly named after Sir Thomas Pope of Dorset and was one of the brands taken on board Gypsy Moth III by Sir Francis Chichester in 1962. The updated packaging combines imagery of botanicals which are used in production, alongside the squire that was prominently featured as part of the previous label design.

Shaun Goode, commercial director, IWS explains: “We are excited to be able to offer these fantastic spirit brands as part of our growing range. We know that many of our customers are looking for great looking and tasting house vodka and gin, but also want to be able to maximize their margin opportunity. The addition of these brands is a natural progression for us, building on our strategy of providing great quality accessible brands to the on trade, including wine brands such as Oliver & Greg’s, Moondarra, Cape Promise and Trulli.”

The full IWS range, including Odessa vodka & Squire’s London Dry gin, can be supplied either direct to existing Tennent’s customers in Scotland and Northern Ireland, via Wallaces Express  in Scotland and Northern England, or via other partner wholesalers across England, Scotland  and Wales. Visit for more details.

27 January 2014 - Felicity Murray The Drinks Report, editor