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GM Marketing moves into alcohol as Global Brands distributor

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Gerard McAdorey, managing director, GM Marketing, and Ross Jones, international manager, Global Brands.

Gerard McAdorey, managing director, GM Marketing, and Ross Jones, international manager, Global Brands.

Gerard McAdorey, managing director, GM Marketing, and Ross Jones, international manager, Global Brands.

Belfast-based distributor GM Marketing has secured a new distribution agreement with Global Brands, marking their first step into licensed trade.

With 22 years’ experience of building FMCG brands in the UK and Ireland, GM Marketing has a varied portfolio spanning food, beverage, and foodservice brands. It includes well-known household names such as Fox’s Biscuits, Tilda Rice, Nando’s, Filippo Berio and latest addition YAZOO.

The new deal, which covers the Northern Ireland off-trade, will see the Belfast-based business handle the full Global Brands portfolio, including their award-winning range of RTD beverages VK, Hooch and Shake Baby Shake canned cocktails.

Heading up GM’s new alcohol division is Jonny Callan. He brings with him an impressive 20-year track record of commercial expertise and experience within Ireland’s drinks industry, all gained with major brands across wine and RTD categories.

“For over 20 years, we’ve operated in every other aisle of the grocery store, so it made sense for us to move into the final BWS aisle, and we’re absolutely delighted to do it in partnership with Global Brands,” said Gerard McAdorey, managing director, GM Marketing.

Ross Jones, international manager, Global Brands, said: “Northern Ireland has always been a priority market for Global Brands LTD, and we’re delighted to now accelerate our off-trade footprint in partnership with GM Marketing, which will see continued investment in the market and new product launches.”

Listings are already confirmed in Wineflair, Supervalu & Centra, with ambitious growth plans and activations scheduled for the second half of the year.

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