Quintessential Brands launches Spirit Centre for retailers

Spirits business Quintessential Brands has unveiled a first-of-its-kind Spirit Centre, aiming to take customer collaboration to new heights and drive better, insight-driven innovation within spirits.

With today’s shoppers being hungry for new, high-quality innovation within spirits, Quintessential Brands said the Spirits Centre will give them greater agility, enabling them to provide top quality liquids and packaging solutions to retail customers at speed.

The Spirit Centre allows retailers and on trade operators to be involved through every step of the innovation journey should they wish. Quintessential Brands said it has built the new centre with customers in all channels in mind, but will be tailoring visits to the Spirit Centre to the individual customer’s specific needs.

For retail customers, the Spirit Centre includes a retail display area, allowing customers to experiment with product placement and merchandising to see how they can improve the experience for shoppers browsing the shelves in store to drive increased sales.

For on-trade operators, the Spirit Centre also has a top-of-the-range, fully-equipped bar, allowing customers to play around with different lay-outs on the back bar and to experiment with new serves to help them unlock greater sales and enhance the experience of guests in outlet.

“We’re thrilled to have realised our ambition of a creating an innovation hub where we can collaborate with our customers to create spirits brands that will excite and delight consumers, be it in the spirits aisle or in on-trade outlets,” Deborah O’Neill, group innovation director, commented.

“The reception from customers who have visited us so far has been fantastic – they can see the immense value of working closely with us in the Spirits Centre can bring to their businesses and are as excited as we are about what we can deliver together as a result.”

Quintessential Brands’ innovation team will be working with its commercial and customer marketing teams to deliver new, compelling consumer-focused propositions with customers.

They will also work the global brand team on NPD for the company’s premium brands portfolio, which includes some of the UK’s most loved gin brands, OPHIR, BLOOM and Greenall’s, as well as the recently re-launched Dubliner Irish Whiskey, part of the company’s Irish whiskey portfolio at the Dublin Liberties Distillery.

Retailers and on trade operators interested in visiting the Spirit Centre are advised to contact their Quintessential Brands representative.