Bibendum have created a new business, the Instil Drinks Co, to manage its expanding portfolio of agency spirits, liqueurs and beers.
Instil Drinks Co, managed by Bibendum's Head of Spirits, Nick Rodgers, will be responsible for the distribution of brands including Crystal Head Vodka, Plantation Rum and Opal Nera to all sectors of the trade, including other wholesalers and distributors.
The newly-created Instil Drinks Co team includes Paul Scarratt, head of sales, from Venus Wine and Spirits Merchants, rum expert Paul McFadyen and marketing manager Jaye Iwanowski
Rodgers commented on the value of launching a new agency business, and said: "We are actively looking to expand the portfolio in the coming months and our focus is on high quality, passionate producers rather than mass-market brands."
Michael Saunders, Managing Director for Bibendum, said: "Launching Instil Drinks Co gives us a powerful platform to build the reputation and distribution of our spirits and beer agencies across the UK trade. The business model and target customers are fundamentally different to Bibendum's and it makes sense that we differentiate the two companies."