Global Brands grows with Fullback acquisition

Published: 25 September, 2008

Global Brands (GLB) has snapped up North Yorkshire based importer Fullback Imports for an undisclosed sum, adding a range of premium European beer brands to its own growing portfolio.

Global Brands (GLB) has snapped up North Yorkshire based importer Fullback Imports for an undisclosed sum, adding a range of premium European beer brands to its own growing portfolio.

The acquisition by independent drinks manufacturer and distributor GLB, most famous for its VK Vodka Kick brand, forms part of a long term strategy to develop its premium spirits & beer portfolio It has said it wants to grow the company both organically and through acquisitions.

Fullback Imports had been trading in the UK for just under two years. Its Saku Kuld, Zagorka Special and Peerdebrug Blond beers will now be integrated GBL's portfolio, giving it the rights to exclusively sell, distribute and market the products in the UK, with full ownership of Peerdebrug Blond. The brewing process and origin of the brands will remain the same, but each product will be imported for distribution by GBL.

Saku Kuld already has a strong presence in the on-trade via Waverley TBS whilst Peerdebrug Blond, although relatively new in the marketplace, has already achieved listings in major retailers.

Fullback's founders, Justin Horsman and Neil Robinson, join the team at Global's head office in Chesterfield as trade marketing manager and Senior national account manager respectively.

Steve Perez, chairman of Global Brands, said: "This is an exciting time for us. All three of these beer brands are already performing well in the marketplace, but we saw an opportunity to grow their market share even further.

"The brands fit well with our distribution base and also with our continued expansion plans. The integration forms part of our new premium beer portfolio, which will allow us to provide a stronger, all-round offering."

Earlier this year, GLB launched a premium brands division in a bid to increase penetration of the company's range of premium brands. A London-based team has been tasked with expanding group's presence in "style" bars nationwide.