LoneWolf to be distributed by Global Brands

BrewDog's distilling arm LoneWolf Spirits has announced the Global Brands will be its distribution partner.

Doug Bairner, managing director of LoneWolf Spirits, comments: “We created LoneWolf because the world of spirits is in danger of becoming complacent, and consumers deserve better.

“We distil – actually distil - from scratch on our premises and are creating spirits all the way from grain to glass. Global Brands instantly understood this and our passion for people to be able to enjoy a truly crafted spirit when they go to a bar, restaurant or hotel. We had shortlisted three distributors who each had their own unique strengths. We chose Global Brands for the quality of its Franklin & Sons business, the innovative ideas they came forward with in the pitch process and the knowledge and enthusiasm of their people.”

Global Brands founder and chairman, Steve Perez, comments: “Our range of premium tonics, mixers and soft drinks, Franklin & Sons, is sold in some of the UK’s most desirable and popular on trade venues, whether that’s independent bars or boutique hotels. They’re the types of places where people want more from their drink and won’t accept compromise. They’re venues that attract discerning drinkers that will appreciate the quality of LoneWolf spirits.

“As well as being able to put LoneWolf into the right on trade venues, Doug and his team appreciated our own unrelenting pursuit of perfection on Franklin & Sons. We share the same unwavering commitment to only using natural ingredients across the range and won’t ever make any move that sacrifices taste. We know that for our customers, quality and taste is everything. This really resonated with LoneWolf.”

Steve Perez continues: “The UK’s demand for premium quality spirits and serves continues to rise, and we want to ensure we remain at the forefront of industry trends, so that we always deliver against the highest expectations. We’re continually investing in consumer research and customer relationships to do this, and drawing on this knowledge, we know LoneWolf will be a massive success in the premium-end of the on trade.”

Doug Bairner, concluded: “Our team has an unwavering obsession with creating only the very best. The partnership with Global Brands means we can sustain this obsession with perfection. It means we can continue to pour our heart and soul into creating more great products, and giving consumers an alternative to the ‘vanity-first, flavour-second’ spirits already out there.”

LoneWolf is already available in Tesco, Morrisons and Sainsburys.

18 January 2018 - Sam Coyne The Drinks Report, news editor