Glasgow-based JW Filshill has continued its diversification strategy with the acquisition of the Eldorado Tonic Wine brand.
Part of an undisclosed purchase of KB Agencies who secured full ownership of the brand prior to deal, Filshill will now use its subsidiary company – Differentiator Brands Ltd – to sell and market Eldorado.
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“This represents a new approach for us and a different route to market which will allow us to engage with wholesalers and convenience stores outwith our current wholesale business structure,” explained managing director Simon Hannah.
The wholesaler now plans to increase the presence of Eldorado in the Scottish market through its KeyStore symbol group, as well as south of the border, where it will be targeting cities such as Newcastle, Manchester, Liverpool and Birmingham.
Hannah added: The deal “sets the scene for future brand acquisitions by Filshill “This gives us ownership of an established brand for the first time in over 40 years and underpins our ambitions to diversify the business as well as attract new
customers and grow a category of the UK alcoholic drinks market.
“We are excited about the opportunity to be able to put in place and trial some innovative marketing initiatives to drive category growth, expand geographical distribution and generate sales across the wholesale and retail channels.”
