London bar operators team up to develop premium spirits range

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Published on Tuesday, 21 October 2008 12:14

 
A group of top London bar operators has helped to develop a premium spirits portfolio for WaverleyTBS aimed at premium bars and city centre venues.

The Signature portfolio offers a premium range of spirits and soft drinks specifically for the high fashion, city centre market, including examples such as Chopin Polish Vodka, Ron Zacapa, Partida Tequila range, El Dorado and Beefeater Crown Jewel.

Cushla Aston, Premium Team Sales and Development Manager invited ‘celebrity' bar operators and mixologists Jake Burger from Jakes Bar and Grill in Leeds, Henry Besant from the Worldwide Cocktail Club, Chris Edwardes from Drink Pimps International, Kevin Armstrong from Match Group, Gregor de Gruyther, Cocktail Genius to talk about the spirits category for the high-end operators. The group discussed over 150 brands in total and by category to work out the 10 ‘must-haves' by priority.

Tim Caseldine, Commercial Director for WaverleyTBS explains: "Many spirits have become commodity or must-stock brands for both trade customers and wholesalers, so everyone is selling the same brands. However, WaverleyTBS recognises that in certain retail trading environments, such as high street and city centre bars, premiumisation is the key to being more competitive.

"As a progressive and responsive business, we want to grow the existing spirit portfolio with a well-chosen set of brands from a range of suppliers and we're looking at spirit brands that have integrity, quality, heritage or just the right image. Above all, they must be commercially sustainable with suitable opportunity for margin growth. As operators must adapt to consumer demand, we simply want to be able to offer a better range so our city centre customer continues to have the one call, one delivery, one invoice experience."

The portfolio brochure contains illustrations and recipes for cocktail creations from the mixologists in the focus group who helped to develop the range.

Source: WaverleyTBS.