Dec
16
Bibendum PLB’s beer and niche spirits trading arm Instil Drinks Company has incorporated PLB’s extensive beer range into its portfolio, including its flagship Estrella Galicia.
Instil has incorporated all of PLB’s beer portfolio into its own
The list now includes the Spanish flagship beer Estrella Galicia
The firm has also appointed Mark Johnson, former PLB Beer director, to managing director of the division.
Bibendum and PLB merged at the end of October, and the widening of Instil’s beer portfolio includes Estrella Galicia, 1906 Reserva, Poretti, El Gaitero and a number of other craft beers and regional bottled ales.
Johnson has spent the last 20 years in the trade with firms including Allied Domecq, Remy UK and Young Co Brewery. He set up a consultancy business for UK regional brewers before taking that business to the PLB Group where he was held the role of beer director for seven years.
Johnson said: “I am delighted to be joining forces with a company that has such a great reputation in the on-trade. My vision for Instil is to drive brand development of premium beers and spirits through engaging creative marketing programmes. We want to build long term brand equity that delivers fantastic sales opportunities for our customers.”
Bibendum PLB’s other divisions include Bibendum – catering for the on-trade; PLB – off-trade; Walker Wodehouse – independents and Wondering Wine Company – outdoor and events. The company is still led by Michael Saunders, with James Kowszun chief operating officer, Fiona Cochran brand director, Jonathan Newton operations director and Andrew Shaw buying director.
Speaking at the time of the merger, Saunders told Harpers.co.uk: “One of the great benefits of buying a privately owned company is that you don’t have to go back to the City or have a venture capital company breathing down your neck. We have the luxury of an ownership that understands some of the idiosyncrasies of what we’re doing. We will have many more opportunities for expansion,” said Saunders.
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