Global Brands launches new premium spirits unit

Drinks producer and distributor Global Brands is staking a claim to the growing premium spirits sector with the launch of a new division.

Inspirit will launch with a range of award-winning gins on board - the category on which it will initially focus its energies - but also spans other spirits categories.

Its European portfolio includes Rock Rose Gin and Holy Grass Vodka from Scotland's Dunnet Bay Distillers, Spanish brands Gin Raw, Bonato Aperitivo and Teichenné Gin and Liqueurs, Mistral Gin from France and Manchester-based Didsbury Gin.

Led by commercial manager Tim Garratt, the Inspirit team includes specialists in cocktail consultancy, venue management and site openings. They will showcase the brands through collaborations and high-profile activations and use Global Brands' on and off-trade networks to further the products' growth.

Tim Garratt said: "The initial focus of the Inspirit portfolio will be celebrating the growth and popularity of gin in the spirit industry, but we are actively looking for like-minded brands, especially within rum, tequila and whisky. 

"With a range of British and European distilleries included in our portfolio, Inspirit offers a choice of styles, each with a distinctive point of difference from natural flavourings to gastronomic techniques." 

Global Brands founder and chairman, Steve Perez, said: "The UK's demand for premium quality spirits and serves continues to rise and we want to ensure we remain at the forefront of these industry trends through the Inspirit team."

22 February 2020 - Bethany Whymark