Spirits Platform Unveils New Branding

Spirits Platform has unveiled a new brand identity and website to coincide with its first birthday celebrations. A year on since the company launched, the new logo and website aim to better reflect Spirits Platform’s portfolio of premium, independently owned brands.

The black and white logo depicts an abstract image of a spirit splashing in a glass and a garnish, while the refreshed website brings to life the stories and heritage behind each of the brands.

Spirits Platform formed in July 2015 with the backing of joint-venture partners, Remy Cointreau and Diego Zamora, to help support the brands that exited Suntory Australia following the establishment of Beam Suntory. The company launched with 19 brands, offering sales, marketing and distribution.

Spirits Platform’s Chief Executive Officer, Ian Atherton, told drinks bulletin: “We are very pleased with the direction that the business has taken over the last 12 months. Within a year, we’ve been able to establish the company and really get the order to cash correct. We now have just over 40 people working for the business and we have grown the business by 13 per cent, so I am very happy with that.”

Over the last 12 months, the company has also grown its portfolio, having taken on The Botanist and Bruichladdich Single Malts and, more recently, The Irishman in Australia.

“They’re lovely brands and they fit the portfolio extremely well. We’ve also launch some NPD with our current brand principles that has gone well,” Atherton added.

Atherton said that it was important that the company built a balanced portfolio. The new additions enabled Spirits Platform to enter into the vodka and whisky categories, and Atherton said that the company hopes to grow its presence further within those in the future.

“We’ve started the process with Bruichladdich and now The Irishman, which I think will get good distribution. We’ve also got The Botanist, which we are pleased with, and we’ll be looking to increase our presence in the Scotch whisky category as well,” Atherton said.

“Now that we’ve got the portfolio and the brands into a position of growth, the focus for us will be building our distribution. We have face-to-face contact with about 2,500 of our accounts, but we have about 13,000 accounts that buy at least one of our brands, so our real focus now is to develop the relationship with those customers that we don’t have a face-to-face relationship with.”

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