Craft brewer in export drive
Innis & Gunn in JV to boost sales in France
The new Paris-based SIP Drinks SAS will initially focus on distribution in the on-trade and cavistes channels and will invest extensively in consumer trial, brand awareness and visibility.
Under the agreement the two companies will share all financial and team resources with a view to expand progressively.
SIP Drinks’ existing brands portfolio includes: Innis & Gunn, Licor 43, Villa Massa, Ramon Bilbao, Mar de Frades and Cruz de Alba.
Vincent Heavey, general manager of SIP Drinks SAS, said: “Our ambition is to become a key player in the craft beer, premium wine and spirits business. 2016 will see us accelerate the appeal of our existing brands via trial with a true focus on the consumer tasting and experiencing our products first hand through our valuable trade partnerships.”
Robert Eastham, Europe region director at Grupo Diego Zamora said the JV would address issues around route to market – brand focus, resources, attention to detail and more.