Primeline Group Launches Beverages Distribution Arm Bevella
Primeline Group has launched Bevella, a beverages distribution and brand-building business to service the on and off trade on the island of Ireland.
The independent provider of logistics, sales and marketing services said the business will champion new and existing brands, particularly Irish developed alcoholic beverages, in accessing the local market and developing on-trade and off-trade sales channels, where it can be difficult to achieve a national footprint given the challenging route to market.
Bevella said it will work with top quality innovative beverage brands, seeking out opportunities for compelling Irish and international brands to enter and grow within the Irish marketplace.
'The vision is to be Ireland’s best independent brand-led distributor, bringing new and exciting brands to customers, while keeping a close eye through international alliances on global trends and emerging alcohol categories,' it added.
According to Paul McInerney, director, Bevella, much time has been invested in hand selecting a compelling local range and assessing trends such as the emergence of tequila in the US and the developing rum categories in the UK.
“The vast independent network that Bevella has access to means the right range can be offered to Irish trade customers for their consumers," McInerney added.
Key Drinks Brands
Connacht Whiskey Distillery, Blood Monkey Gin and the Muff Liquor Company are among the first key brands to be announced as part of ambitious expansion plans, designed to bring diversity, energy and new consumer experiences to the sector, with many more local and international propositions in discussion.
Primeline has a strong logistics background in the alcoholic drinks market, acting for companies including Molson Coors, Edward Dillon and Heineken and operating a bond out of Ashbourne, County Meath.
Through its Primeline network, Bevella is able to deliver to every town in Ireland and Northern Ireland, every day of the week, giving a real opportunity for market penetration right across Ireland, the business principals maintain.
Bevella's New Recruits
Five new recruits from across the drinks industry are being appointed to an experienced team at Bevella to work across its branded drinks portfolio with key partners, the company said.
They will work alongside the established Primeline Sales & Marketing team of over 30 key account and field-based colleagues.
Paul McInerney joined the Primeline business in early 2019 and most recently took on the role of Director of Brands and Marketing across Primeline Sales & Marketing. He will retain this responsibility alongside the Bevella role.
Welcoming the new business division, Sean McNaughten, managing director of Primeline Sales and Marketing, said Bevella was "specifically created to build exciting and differentiated beverage brands in the Irish market, bringing diversity, opportunity and new experiences to the sector as it emerges from the challenges of lockdown."