Global Brands taps into Tequila

VK owner Global Brands has launched its first Tequila brand after the category saw growth of nearly 500% in the UK on-trade last year.

UK-based Global Brands, which produces Franklin & Sons mixers, has created a new Tequila range called Take. The new line was released to target the UK Tequila market, which skyrocketed by 478% in the on-trade in 2023, according to CGA data cited by Global Brands. The Take range includes a 100% Blue Weber agave blanco Tequila (38% ABV), and three Tequila-based liqueurs: pineapple, jalapeño and pink grapefruit. The liqueurs are bottled at 34% ABV. Inspired by traditional Huichol artwork and Mexican culture, Take is described as ‘fresh take on Tequila with its vibrant and colourful brand identity – a celebration of the kaleidoscope of Mexican culture, without resorting to tired clichés’. Matt Bulcroft, marketing director at Global Brands, said: “We’ve developed a brand that challenges perceptions of Tequila, with a fresh take on the category. Our new liqueurs offer a fantastic base for Margaritas, as well as great tasting shots, without the need for salt and lime.” The launch supports the company’s strategic goal of reaching drinkers across the wider spirits sector. Take will debut at the Northern Restaurant & Bar show in Manchester this week (12-13 March) and will be available for order from 14 March. It is priced at £30 (US$39) per 700ml bottle. The company’s portfolio also includes Hooch, Corky’s and Lustre liqueurs, as well as ready-to-drink (RTD) brands VK, All Shook Up, Be and Shake Baby Shake. It is the largest supplier of canned cocktails in the UK off-trade (Nielsen RTD data 2023). Global Brands recently named Julian Atkins its managing director as the company aims to surpass £135 million (US$170.5m) in turnover over the next five years. Last month, Franklin & Sons launched an initiative to empower UK hospitality professionals.