First Drinks announces new on-trade strategy

By Luke Nicholls

- Last updated on GMT

Related tags: Coffee, New york city

First Drinks has implemented a targeted outlet segmentation programme, helping to engage drinkers in what it calls 'the perfect brand experience'
First Drinks has implemented a targeted outlet segmentation programme, helping to engage drinkers in what it calls 'the perfect brand experience'
Drinks distributor First Drinks is launching a new strategy for pubs and bars next year, doubling its on-trade team, enhancing its category management team, and investing heavily in new technology and merchandising. 

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.

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