Bibendum creates separate spirits arm

2nd July, 2013 by Gabriel Stone

UK wine merchant Bibendum has launched a separate business, Instil Drinks Co, to manage its growing portfolio of spirits, beers and liqueurs.

InstilThe company will be headed by Nick Rodgers, head of spirits at Bibendum, who will oversee a newly recruited team.

This includes head of sales Paul Scarratt, former commercial director of Venus Wine & Spirits Merchants; marketing manager Jay Iwanowski, former marketing director at Funkin; and rum expert Paul McFadyen.

In addition to managing the sales and distribution of its portfolio, Instil Drinks Co will offer the trade up-to-date insights into trends and consumer behaviour, as well as staff training and marketing ideas to help improve both footfall and profitability.

Confirming that the company is “actively looking to expand the portfolio in the coming months”, Rodgers stressed: “our focus is on high quality, passionate producers rather than mass market brands.”

The current portfolio features brands including Plantation Rum, Citadelle Gin, Pierre Ferrand Cognac, Daron Calvados and Coopers Ales.

It also represents Crystal Head Vodka, which was created by Ghostbusters star Dan Aykroyd, is filtered through diamonds and comes in a distinctive skull-shaped bottle. The brand is sponsoring the Rolling Stones concert in Hyde Park, London, this weekend.

Explaining the decision to create a separate company, Bibendum’s managing director Michael Saunders 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.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Beer Development Specialist

Matthew Clark
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more