Primeline Group, a provider of logistics, sales and marketing services, launched Bevella, a beverage distribution and branding company.
The company will help new and existing brands, in particular alcoholic beverages developed in Ireland, to access the local market and develop on-trade and off-trade sales channels.
The company said the vision is to bring exciting new brands to customers, while keeping a close eye on global trends and emerging alcohol categories.
The Bevella Company is led by Paul McInerney, who has over 20 years of senior management experience with brands such as PepsiCo, Heineken Ireland, O’Brien Fine Foods and Coca-Cola HBC, including over 10 years of experience in local commerce.
“We intend to use our international relationships to give Irish brands the opportunity to develop international markets through our network of partners, which is reciprocal,” said Mr. McInerney, Director of Bevella.
Connacht Whiskey Distillery, Blood Monkey Gin and Muff Liquor Company are among the first key brands to be announced as part of expansion plans.
Primeline currently acts for companies such as Molson Coors, Edward Dillon and Heineken and operates a bond out of Ashbourne, County Meath.
The company said five new beverage industry hires are named to a team at Bevella to work on its branded beverage portfolio with key partners.