Bibendum, a UK-based wine merchant, has formed a new business, Instil Drinks, to manage its portfolio of spirits, beers and liqueurs at the Imbibe Live event held at Olympia Grand Hall, London on 2-3 July 2013.
Previously known as Bibendum Spirits, Instil Drinks will now operate independently as a subsidiary of Bibendum.
Besides managing the sales and distribution of beverages, the new unit will also provide up-to-date insights into trends and consumer behavior, staff training and marketing ideas to improve business.
The new company will be headed by Nick Rodgers, head of spirits at Bibendum.
Rodgers was quoted by the drinks business as saying that the company is actively looking to expand the portfolio in the coming months and their focus is on high quality, passionate producers rather than mass market brands.
Bibendum managing director Michael Saunders told the website that launching Instil Drinks gives them a powerful platform to build the reputation and distribution of their spirits and beer agencies across the UK trade.
"The business model and target customers are fundamentally different to Bibendum's and it makes sense that we differentiate the two companies," Saunders added.
In an another development, Bibendum also launched its new wine app Plonk at Imbibe Live that helps users discover different grape varieties and wine styles.
