Germany-basedMBG International Premium Brands, has acquired a minority share in UK alcohol distribution company Proof Drinks for an undisclosed sum.
“The definitive long-term partnership will provide a vehicle to launch MBG’s premium portfolio to the UK market” and will accelerate Proof Drinks’ growth, the two companies claimed.
Proof Drinks is a specialist in the development and distribution of drinks brands in the UK’s on- and off-trade, including brand such as Sloane’s Gin, Rebellion Rum and Cazcabel Tequila.
Proof Drinks founder James McDermott said: “We are delighted with the opportunity to partner with MBG as there is compelling value for both companies. With the addition of high-calibre sales and marketing personnel, and the fantastic investment and support from MBG, it will allow us to quickly boost and grow our business.”
Proof Drinks co-founder Paul Ferguson said: “The partnership allows us to leverage MBG’s strength and global expertise, combined with our knowledge and penetration of the UK market. We are very much looking forward to introducing the impressive portfolio of premium brands to our customers.”
MBG Group CEO Andreas Herb said: “Our acquisition of the Feel Good Drinks brand in 2013 gave us access to the UK retail sector. A natural progression to this was to partner with a likeminded company to grow our brands in the UK on-trade. Proof Drinks is the perfect partner for the MBG Group, as there is clear synergy between the companies; we also believe in growing our brands in the on-trade, venue by venue, city by city.”
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