Instil Drinks to unveil new portfolio in March

By Mathew Lyons

Published: 25 January, 2016

Instil Drinks Company, the beer and niche spirits trading arm of Bibendum PLB, has revealed plans to relaunch on March 1.

The launch event is designed to be an opportunity for the agency to re-introduce itself, the team and its products to the UK trade following its incorporation of PLB's extensive beer range into its portfolio on the merger of Bibendum with PLB in the autumn of 2014.

Mark Johnson, former PLB Beer director who became managing director of Instil post-acquisition, said: "Following the merger of Bibendum and PLB at the end of 2014, Instil faced the challenge of combining a spirits company with a beer and cider company. We found we needed to adapt and evolve.

"What we have now is a brand agency that offers on-trend, authentic and distinctive products to fill the gaps where retailers and on-trade outlets need to differentiate themselves from their competitors and meet the increased demand of their customers for something original."

Instil intends to reposition itself as a market leader in premium and artisan spirits, world beer and craft cider.

The spring launch will unveil a re-thought portfolio, with 14 new brands alongside longstanding key partners such as Estrella Galicia, Coopers Ales and Crystal Head Vodka.

The additions will include a range of artisan gins, an aged rum, and three new ciders, which will be launched separately at Craft Beer Rising in February.

Lindsay Castling, senior brand marketing manager for Instil, said: "Feedback from the brands that we have been speaking with has been hugely encouraging.

"Instil's reputation as a brand building agency is really strong and we were overwhelmed by the quality of the names that have approached us to work with them. We are delighted with the line-up and look forward to introducing the portfolio to our customers in March."

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