Surrey-based drinks wholesaler Elbrook Cash & Carry has been rebranded as Drinks Wholesale Group.
As part of the change, which was effective on April 14, the business has unveiled a new logo.
However, the company has assured its customers and suppliers that its core services, values and leadership will remain unchanged, with all existing agreements, partnerships and operations continuing without interruption.
Based in Mitcham, Southall and Croydon, the wholesaler stocks over 8,000 products and supplies various types of trade customers including convenience stores, pubs, bars and restaurants.
“This name change represents more than just a new look – it’s a symbol of our evolution and ambition,” said a company spokesperson. “Drinks Wholesale Group Ltd embodies the power, reach, and modern spirit of our business as we continue to grow and serve our customers with excellence.”
Drinks Wholesale Group is one of the biggest wholesalers of the region, offering quality food and drink products at competitive prices.
Based in Mitcham, Southall and Croydon, it stocks over 8000 products and supply to various types of trade customers such as convenience stores, pubs and bars and restaurants.
In 2022, previous owner Frank Khalid sold the London-based wholesale business to the Chawla and Gulati family, who also operate All Drinks Cash and Carry and Prince Cash and Carry. The second-generation family members, Pajmit Gulati, Harmeet Kataria, Sanmeet Chawla, Ajmit Madan and Gurmeet Singh are involved in the expansion.
It was reported last year that Elbrook Cash and Carry is planning to expand its available range and undergo a rebrand, as part of ambitious growth plans under its new management.
Although Elbrook was predominantly a soft drinks and alcohol specialist, the new owners also plan to introduce more grocery lines.
The firm has also recently added DPD as partner for its national delivered service, but the firm’s focus is expected to remain on the cash and carry model.
