GM Marketing moves into Alcohol with Global Brands Distribution Contract

Belfast based distributor, GM Marketing, today announced 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 have a varied portfolio spanning food, beverage, and foodservice brands.  The portfolio includes well-known household names such as Fox’s Biscuits, Tilda Rice, Nando’s, Filippo Berio and the most recent addition to the portfolio, 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.  Jonny 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 the Wine & RTD categories. 



Commenting on the news, GM Marketing’s Managing Director, Gerard McAdorey said: “For over twenty 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 LTD.”

Global brands International Manager, Ross Jones commented “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.”

The new partnership is already off to a strong start with listings confirmed in leading NI retailers; Wineflair, Supervalu & Centra, alongside ambitious growth plans and activations scheduled for the second half of the year.