To spearhead the new on-trade programme, First Drinks has brought in Andrew Clifton to the newly created role of head of on-trade. Clifton believes the business’s ethos should be ‘all about getting the right brands in the right bars, supported in the right way’.
“As a business, we are going through some exciting changes, significantly boosting our on-trade activity to demonstrate our commitment to building enduring brands,” he said. “We are committed to delivering profitable sales growth for our customers and we believe we have the best people, brands and activation in the business to implement this strategy.”
First Drinks is wholly owned by William Grant & Sons. The First Drinks portfolio includes the William Grant & Sons brands as well as the Rémy Cointreau portfolio (Rémy Martin, Cointreau, Mount Gay and Passoã), Illva Saronno’s Disaronno and Tia Maria, EPI's Piper-Heidsieck and CEDC’s Green Mark, Kauffman and Żubrόwka.