Global Brands, an alcoholic and non-alcoholic beverages supplier and distributor headquartered in Chesterfield, England, is recognised with a category award for Business Expansion in the 2024 Just Drinks Excellence Awards, for expanding its market presence and improving sales and financial performance.
Operating across 67 countries and with 17 active brands, Global Brands has successfully expanded its business over the last three years through its export-driven trade strategy and its flagship product, Franklin & Sons, which is positioned as a top-tier mixer and tonic brand in most markets.
The company has set sights on earning £135m in gross revenues by 2027 by leveraging its significant distribution network.
The export-centric business model: Diversifying for success
At the heart of Global Brands’ success is its export-centric business model. The export portfolio is diverse, featuring premium soft drinks and mixers, traditional Ready-to-Drink beverages (RTDs), canned cocktails, spirits, and beer, with the Mexican-inspired Amigos being a notable example.
The company has doubled its export volumes since 2021 and aims to derive 25-30% of total sales from exports within the next five years, believing in the untapped potential of international markets.
Strategic market penetration: Entering new territories
Global Brands has expanded into new overseas markets such as Georgia, Kosovo, Albania, Brazil, Chile, British Virgin Islands, Jordan, and Saudi Arabia in the last two years. These new markets offer significant growth prospects, albeit starting from a relatively low sales base.
The company also established a subsidiary importation company in the US to launch Franklin & Sons, a line of premium tonics, sodas, and soft drinks, in 2020. The investment is expected to contribute significantly to the company’s export volumes by 2027.
In the UK on-trade sector, Franklin & Sons has risen to become the second-largest premium tonic brand, valued at £13.8 million and trailing only behind Fever Tree. The range’s success is bolstered by its innovative dual-flavored sodas and tonics, as well as a core selection of tonic waters.
Navigating challenges, achieving Excellence
Over the past three fiscal years, Global Brands earned in £5.3m in revenues from international trade in 2022, representing 6% of turnover.
The company’s workforce has grown by 96% from September 2021 to October 2023, reflecting its expansion trajectory. Overseas sales have witnessed a 49% increase in the last two years and a remarkable 152% over the last six years.
The company achieved these milestones despite challenges such as BREXIT and the ongoing war in Ukraine that resulted in increased costs for exporting operations as well as importing partners, and fluctuations in raw material prices. These challenges were addressed by adopting agile pricing strategies, exploring alternate sourcing options and investing in staff training.
Global Brands’ recognition at the 2024 Just Drinks Excellence Awards for Business Expansion is, therefore, a testament to the company’s strategic foresight and adeptness in navigating the complex landscape of international trade.
Julian Atkins, Managing Director of Global Brands, expressed pride in receiving the award, stating, “We’re extremely proud to have been awarded the Just Drinks Business Expansion award as a recognition of our efforts in growing our international presence over recent years. Franklin & Sons, our premium soft drink and mixer brand has been a key focus for us and the love that the brand receives in every market where it is present is very rewarding. Every great brand needs a team of great people behind it and we certainly have that with our business at Global Brands. This award reflects the amazing efforts by many including our brand, procurement, and production teams who all work meticulously from sourcing the finest ingredients to creating the best activations, through to our sales team and international partners who find us the very best customers.”
“Our growth journey really has only just begun, and we expect to further expand our reach, not only for Franklin & Sons but also through our wider portfolio including our new be. cocktails and Hooch”, added Julian.
Company Profile
Founded by Steve Perez in 1997, Global Brands has evolved into a leading UK-based supplier and distributor of both alcoholic and non-alcoholic beverages. Located in Chesterfield, England, our mission is to enhance moments one drink at a time. This ethos is more than a tagline for us; it’s a reflection of our commitment to quality and innovation. It’s more than just a drink to us.
Under the leadership of our founder, Steve Perez, our executive team champions a future-focused vision, fostering a culture of innovation, sustainability, and creativity across all departments. Our Chesterfield headquarters is not just an office but a hub of activity where our Technical, Production, Marketing, Insight, Sales, Design, Finance, HR, Logistics, Warehouse, and Customer Service teams collaborate to bring new ideas to life.
We pride ourselves on our ability to create and market new brands rapidly, thanks to our comprehensive in-house creative agency. Our portfolio boasts 17 dynamic brands, such as VK, Hooch, Franklin & Sons, and be. cocktails, catering to a wide array of occasions and available through various channels including supermarkets, convenience stores, national pub chains, hotels, leisure parks, and prestigious festivals and events.
Our commitment to quality and diversity in our product range positions us at the forefront of the UK drinks industry, continually innovating and expanding our offerings. Our independence is our strength, allowing us to swiftly adapt to market needs and excel in the private-label sector with high-quality products.
Global Brands’ international presence spans over 60 countries, thanks to our collaboration with more than 70 importation partners worldwide. Our operations extend across Europe, Asia, the USA, and beyond, establishing us as a global distributor of ready-to-drink beverages and premium mixers.
Contact details
Casa Hotel
Lockoford Ln
Chesterfield S41 7JB
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