VK producer Global Brands has acquired Inspirit Brands as it looks to move into the premium end of the market.
The premium market is still a challenging one, but as consumers are still willing to pay for quality, this deal puts Global Brands in a good position to capitalise as the market recovers,” said Global Brands MD Derek Mackey.
Four Roses Bourbon and El Dorado Rum are among the fourteen brands to join Global Brand’s existing portfolio. Tony Mair, formerly a director at Diageo, will join Inspirit as chairman.
“The acquisition of Inspirit brands is the next step in expansion of our drinks brands portfolio,” said Mackey.
“We’ve set our sights high for the company and want to become the UK’s leading drinks brand development business, which we will achieve through innovation and acquisition in all drinks categories.