Toorank renamed Dutch Spirits as part of ambitious new growth strategy

Lisa Riley

Dutch distiller Toorank has been rebranded Dutch Spirits as part of its ambition to become a ‘truly’ global player.

Designed to reflect Toorank’s Dutch heritage, alongside the “passion and identity” of its workforce, the new identity was born out of the company’s desire to grow, both at home and internationally, said managing director, Andy Mallows.

“We want to become the biggest Dutch distilling group and felt we needed a strong identity to achieve this,” he said.

The company, which Mallows said had an annual turnover of between 25m and 35m euros, had ambitious plans to grow by “a minimum” of 25% each year globally, Mallows told Harpers Wine & Spirit.

To achieve this, Dutch Spirits intended to grow its presence in existing markets as well as entering new ones, said Mallows, adding it would be developing and launching a series of NPD, supported by marketing and sales strategies, as part of its growth plans.

In addition, it aimed to “further strengthen” its relationships with own label and third party companies, he said, adding the business had the capacity to develop products for every drinks category and to further establish itself as the global partner for alcoholic drinks brands.

“We have planned a number of investments in our existing facilities, which can already cope with significant volumes of high quality liquids.”

Operating in 50 markets globally, Dutch Spirits produces liquid for its own premium brands, such as Sloane’s Premium Dry Gin, as well as for an extensive list of more than 1,300 challenger, third party and own label brands.





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