Primeline Group, one of Ireland’s largest independent providers of logistics, sales, and marketing services, has launched Bevella, a beverages distribution and brand-building business servicing the island of Ireland.
Bevella will champion new and existing brands, particularly Irish developed alcoholic beverages, in accessing the local market and developing on-trade and off-trade sales channels, where it can be difficult to achieve a national footprint given the challenging route to market.
Launching in Q2, the independent brand led distributor will focus on key business areas such as industry knowledge, customer understanding, trade, and trends. Partnering and planning with brand owners is a priority, nurturing reliable, supportive revenue and driving interdependent relationships with publicans, wholesalers, and retailers.
Key retail groups
Bevella, described as a new and adventurous offspring of Primeline,will work with top quality innovative beverage brands, seeking out opportunities for compelling Irish and international brands to enter and grow within the Irish marketplace. Early engagement with key
retail groups has been very positive and has confirmed the desire for more choice and on trend innovation, according to Bevella Director,
Paul Mc Inerney.
“The vision is to be Ireland’s best independent brand-led distributor, bringing new and exciting brands to customers, while
keeping a close eye through international alliances on global trends and emerging alcohol categories,” noted Paul. Connacht Whiskey Company, Blood Monkey Gin, the Muff Liquor Company, Two Stacks Whiskey, VIvir Tequila and Xoriguer Mahon Gin are among the first key partners to be announced as part of ambitious expansion plans, designed to bring diversity, energy, and new consumer experiences to the sector, with many more impressive and exhilarating brands coming on board.
Championing new experiences
“Bevella will exude Primeline’s 30 years of experience, as well as an as well as an enhanced determination to bring diversity and new experiences to
the Irish alcohol industry,” outlined Paul. “Our experience, capability, imagination and resources are at your disposal, whether you have a
brand to distribute, a bar to fill, or an off-licence shelf to stock.”
Active recruitment is currently underway for skilled and ambitious regional sales team members focused on both the on- and off-trade; please get in touch if you would like to join the adventure!
For further details please contact +353 87 332 6783 / +353 (01) 835
3000 or email beverage.adventures@bevella.ie
