The company says the rebrand reflects the company’s ambition to become a global champion of Dutch drinks innovation as it embarks on a new growth phase that it hopes will take it beyond its current core markets.
Since owner Toon Blij bought Toorank from Metaxa in 1990, the business has grown and now trades in 50 markets. It produces liquid for its own premium brands, such as Sloane’s Premium Dry Gin, as well as for more than 1,300 challenger, third party and private label brands.
Managing director Andy Mallows said: “The decision to change our corporate identity was a result of our ambition to grow, both at home and internationally. We want to become the biggest Dutch distilling group and felt we needed a strong identity to achieve this. We wanted an identity that reflected our Dutch heritage, as well as the passion and identity of our workforce, hence Dutch Spirits.”
The company claims a strong track record in developing new products for clients ranging from liqueurs to gins and whiskies to vodkas. Dutch Spirits says it provides total flavour concepts and a service that extends to label design, bottles, boxes and other promotional materials as well as manufacturing and looking after suppliers.
“The one common ingredient across all our drinks is the people that work at Dutch Spirits. They are Dutch Spirits’ heart and soul and provide quality products that incorporate a highly flexible mix of innovation, design skills and manufacturing know-how,” said Mallows.
Dutch Spirits says it has the scale across its Dutch and Polish facilities to produce 90 million bottles annually.
“We are more than a ‘one-stop shop’, we will take you through all the steps and, most importantly, have an instinct for what works,” said Mallows.