Quintessential Brands launches industry-first Spirit Centre for customer collaboration and innovation

/, Press Releases/Quintessential Brands launches industry-first Spirit Centre for customer collaboration and innovation

Quintessential Brands launches industry-first Spirit Centre for customer collaboration and innovation

International spirits business, Quintessential Brands, has unveiled a first-of-its-kind Spirit Centre as the company aims to take customer collaboration to new heights to drive better, insight-driven innovation within spirits.

With consumers’ appetite for new, high-quality innovation within the spirits category growing, the Spirits Centre gives Quintessential Brands the ability to create new, top-quality liquids and packaging solutions tailored to the latest trends for customers in all channels at speed.

The Spirit Centre enables customers to be involved through every step of the innovation journey should they wish. They can work in the centre with the Quintessential Brands innovation team who will be providing cutting edge insights, tailored to where the most lucrative opportunities within spirits are for their business, to help with ideation. They can then work alongside the award-winning liquid development team on flavour profiles in the centre’s new state-of-the-art lab. They can also work with the packaging development team to establish the right design and format for their product to have maximum standout – be it on shelf in a supermarket or on a back bar or tap.

After a day working with the Quintessential Brands team in the Spirit Centre, they will be able to walk away with a fully mocked-up sample of their product in hand, speeding up the innovation process significantly. This will enable customers in all channels to be able to bring new products tailored to their consumers to market faster, keeping their interest in the category high.

With the stated purpose of being the indispensable spirits partner of choice to its trade customers, Quintessential Brands has built the new Spirit Centre with customers in all channels in mind, but will be tailoring visits to the Spirit Centre to the individual customer’s specific needs.

For on-trade operators, the Spirit Centre also has a top-of-the-range, fully-equipped bar, allowing customers to play around with different lay-outs on the back bar and to experiment with new serves to help them unlock greater sales and enhance the experience of guests in outlet. For retail customers, the Spirit Centre also includes a retail display area, allowing customers to experiment with product placement and merchandising to see how they can improve the experience for shoppers browsing the shelves in store to drive increased sales.

Led by Group Innovation Director, Deborah O’Neill, Quintessential Brands’ innovation team will be responsible for working with Quintessential Brands’ commercial and customer marketing teams to deliver new, compelling consumer-focused propositions with customers, as well as working with the global brand team on NPD for the company’s premium brands portfolio, which includes some of the UK’s most loved gin brands, OPHIR, BLOOM and Greenall’s, as well as the recently re-launched Dubliner Irish Whiskey, part of the company’s Irish whiskey portfolio at the Dublin Liberties Distillery.

Group Innovation Director, Deborah O’Neill, comments, “We’re thrilled to have realised our ambition of a creating an innovation hub where we can collaborate with our customers to create spirits brands that will excite and delight consumers, be it in the spirits aisle or in on-trade outlets. The reception from customers who have visited us so far has been fantastic – they can see the immense value of working closely with us in the Spirits Centre can bring to their businesses and are as excited as we are about what we can deliver together as a result.”

Retailers and on trade operators interested in visiting the Spirit Centre are advised to contact their Quintessential Brands representative.

For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]


Quintessential Brands is an award-winning international spirits company, dedicated to distilling and crafting the world’s best alcohol brands for consumers and customers globally. Pioneering spirits of the industry, inspired since 1761 by their founder, Thomas Dakin, Quintessential Brands Group delivers a diverse portfolio of award-winning, best-selling spirits with unrivalled heritage and craftsmanship.

Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and entrepreneur, Warren Scott, Quintessential Brands Group owns world-class manufacturing facilities across Europe, including G&J Distillers, the world’s oldest continuous gin distillers, in Cheshire, UK; L&L in France, a leading manufacturer of fruit spirits and liqueurs; Irish Cream artisan producers, First Ireland Spirits; and the Dublin Liberties Distillery, which opened in 2019. Renowned for its white spirits expertise at G&J Distillers, Quintessential Brands has won International Spirit Challenge Gin Producer of the Year three times and is fast winning a reputation as one of the most exciting new Irish whiskey producers to emerge on the scene.

Quintessential Brands’ award-winning premium brands portfolio includes Greenall’s The Original Handcrafted Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Gin. Its Irish brands include The Dubliner Irish Whiskey, The Dublin Liberties Irish Whiskey, The Dead Rabbit Irish Whiskey, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. iqueurs in the portfolio include Alizé and Toussaint Coffee Rum Liqueur. The company is also a leader in contract bottling and own label & private label spirits, working with retail partners across the world to provide spirits solutions of unrivalled quality.


2022-02-03T14:46:05+00:00 February 3rd, 2022|News, Press Releases|