Global Brands reports record sales due to "innovative NPD"

Global Brands has reported a 19.5% growth in sales with turnover topping £50 million last year, driven by “innovative new products”.

The independent drinks producer said it sold around 60 million drinks for the year ending September 30, 2018, and its new premium canned cocktail range – All Shook Up – exceeded targets by selling more than two million cans in just ten months.

It also pointed to strong sales of its Franklin & Sons tonics, mixer and soft drinks range driven by the trend for low and no alcohol.

The sales growth follows a 16% rise in sales for the previous financial year (2016 – 2017) and the company said it also saw gross profit rise from £11.8 million to £14 million for 2017 to 2018.

Founder and chairman, Steve Perez, said: “The drinks industry is so strangled by needless bureaucracy, it limits original ideas. Our company growth is being driven by an innovative and entrepreneurial team that’s encouraged to do things differently. They’re constantly looking at how they can create new drinks that justify a place on supermarket shelves and in the fridges of bars, late-night venues and restaurants around the world.

“The team’s innovative thinking is rooted in what consumers want and working with our customers to quickly meet demand. It led to the creation of premium canned cocktail All Shook Up, which is now a top seller in one of the UK’s largest supermarkets.

“Drinkstragramming and other social media trends mean drinks now need to look as good as they taste. This drives sales. Premium quality tasting drinks, packaged in sleek and stylish cans meant that we exceeded original sales targets for All Shook Up, selling more than 2 million cans in just ten months following launch.”

The success of All Shook Up saw Global Brands add a third canned cocktail – Flamingo Colada – to the original lime-up of two flavours; Passionfruit Martini and Espresso Martini.

The company also added to its Franklin & Sons range with its Flavour Collection (four-dual flavoured tonics) and three infused sodas were also added. The range saw total sales volumes grow by 101% for the year ending September 30, 2018.

Global Brands was founded in 1997 and its products are now sold in 58 countries.

Perez said: “The low and no-alcohol, mindful drinking trend is growing, and consumers want soft drinks that offer depth of flavour and the same experience as an alcoholic serve. The Infused Sodas do this. The three flavours in the range are based on the complexities and finish of a high-end cocktail and they have been created to be served over ice, in a tall wine glass and with a fruit garnish. People opting for no-alcohol choices don’t want second-rate drinks.”

The Infused Sodas are just 49 calories per 27.5cl bottle and come in three unique flavours; Fragrant Guava & Persian Lime with Root Ginger, Exotic Pineapple & Aromatic Cardamom with Cracked Cubeb Pepper, and Succulent Pomegranate & Floral Hibiscus with Delicate Rose.

He added: “The company was founded on innovation and entrepreneurialism with the creation of vodka-based Ready To Drink (RTD) VK. It’s 20 years this year since we sold our first bottle of the RTD and it’s more popular than ever – it’s the best-selling drink of its type in bars and late-night venues across the UK and we sold over 28 million bottles of VK in the on and off trade last year.”

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