May 31 2024  |  Spirits & Tobacco

Singapore success for by B&S and Mark Anthony Brands International

By Hibah Noor

Representatives for by B&S and Mark International Brands International on-stand at TFWA Asia Pacific: (Left to right) Robert Posthumus, Manager A-Brands; Ashish Achit, Sales Manager; Paul Cooke, Head of MEA & APAC Duty Free & Travel Retail; Joris Broekmans, Global Sales Director Duty Free & Travel Retail; Max Meuleman, Purchase Manager; Maurice Riegel, Managing Director and Ronan O'Neill, Market Director Spirits, Mark Anthony Brands International

Leading industry single source supply solution, by B&S, has reported a highly successful week in Singapore at this month’s TFWA Asia Pacific event where the company exhibited with Mark Anthony Brands International, with whom it has an exclusive partnership.

Joris Broekmans, Global Sales Director of Duty-Free & Travel Retail for by B&S (pictured above) outlined the company’s ambitions for growth in the Asia region thanks to its new localized approach and one-stop-shop e-commerce platform with enhanced user benefits.

Broekmans explained how the company has a ‘Think Different’ approach designed to drive growth and deliver value to customers based on regional needs and preferences. “Our e-commerce platform offers a hub of opportunity for both our brand partners and retail customers by creating the optimum B2B experience driven by both data and insights, combined with our regional sales teams and local solutions,” he said.

Mark Anthony Brands Market Director Spirits Ronan O’Neill (pictured below) highlighted the company’s innovative portfolio of brands including Bearface Canadian Whiskey, White Claw Spirits and Glendalough Distillery whisky and gin.

New to the White Claw offer is the world’s first Triple Wave Filtered Vodka, made with 100% American grain distilled five times using the pressure equal to a 30-foot wave.  “Given the strength of our customer base and consumer brand loyalty, we are confident of the potential for this new offer,” O’Neill said. “This proprietary distilling process results in an incredibly smooth vodka, superior to any vodka on the market and with no additives.”

Along with Premium Vodka, the new range is offered in three flavours: Pineapple, Black Cherry and Mango.

Also new are two Irish gins from the Glendalough Distillery, supplementing the existing whisky collection: Wild Botanical and Wild Rose, both made using hand-picked botanicals from the Wicklow Mountains, and available now to travel retail markets globally.

O’Neill also highlighted the offer from Bearface Canadian Whisky where Elemental Ageing takes hand-selected oak casks and matures them in repurposed shipping containers which are then exposed to the elements in the Canadian wilderness.

“Our extreme northern climate amplifies how the whisky and wood interact, transforming the liquid inside for a bolder, smoother flavor,” he said.

“We’ve been overwhelmed by the reception we received during TFWA Asia Pacific from buyers and retailers across the Asia-Pacific region, both to the by B&S offer and the Mark Anthony Brands International range,” Broekmans added. “As a result, we are confident that our distribution footprint in the region will demonstrably benefit from our participation and should be in a position to announce new business agreements very soon.”

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