PLB moves into spirits with Matusalem Rum |
| Print |
| Written by Claire Weekes | |
| Thursday, 02 October 2008 | |
|
EXCLUSIVE: By Shirley Webb UK distributor PLB Wines has set up a new spirits arm in a bid to diversify its portfolio.  The company said it has acquired the sole UK distribution rights for rum brand Matusalem from Inspirit Brands. The four rums in the range will be targeted at the top end on-trade via wholesalers, with most of the investment going into the premium Matusalem Gran Reserva Solera 15 year old and Matusalem Solera 7 year old. "We are moving away from the speed rail and into the back bar, where the rum will be used in specific cocktails or when a customer requests it, rather than pouring rights," Adam Wyartt, PLB spirits brands manager (pictured) told Harpers. "Our strategy is not about doing high-volume deals. A lot of people premium products in the current climate, but there is no reason not too. There is a buzz in the ontrade," he said. PLB is also finalising a deal to acquire a premium global brand, which will be targeted at the onand off-trade. "Our biggest investment will be in the vodka brand," Wyartt said. "That is the beast." "We are also interested in a gin brand but there is nothing in the pipeline as yet." PLB plans to use its newly expanded wholesale sales team to sell spirits into the on-trade, while its retail teams will sell spirits targeted at the off-trade. But its sales teams selling beers will remain separate. Peter Darbyshire, PLB managing director, added: "We have customer-facing teams and we are going to tap into their contacts to sell spirits across the UK regions. "Its part of our five-year business strategy to diversify our portfolio," he said. "We believe our sales teams have the ability to push both wines and spirits in the on-and off and offtrade." "It doesn't make any sense for us to develop a specific spirits sales team. It is too small," he added. This article has been taken from this week's issue of Harpers magazine, which is available by subscription only. To subsribe to Harpers, please click here. Related Articles
Share This
Email This
Comments (0)
 Write comment
|
Show/Hide comments
Show/Hide comment form
