Toorank drops 'Dutch Spirits' brand

A senior management change at Toorank has led to the decision to retire the ‘Dutch Spirits’ brand and bring the whole group back under the Toorank umbrella.

Former MD Andy Mallows left the company in January 2018 to be replaced by Natal da Graça and since owner Toon Blij bought Toorank from Metaxa in 1990 the business has grown, now trading in more than 50 markets worldwide.

New Toorank managing director, Da Graça said: “There has been a period of change at Toorank over the last couple of years. However, while Dutch Spirits was a well-designed brand image we felt it didn’t encapsulate the true nature and international strategy of the Toorank business.

“On reflection, the rebrand was felt to be more cosmetic and the true DNA of the company was still Toorank – this was felt strongly from both customers and employees alike and they are our primary concern.”

Da Graça continued: “ProWein was a pivotal moment for Toorank and we took the opportunity to relaunch Toorank on the global stage and unveil a new look for one of our key premium brands, Sloane’s Gin. Clients were highly supportive of the name change and we experienced the most successful trade show ever in terms of business secured.”

On the Sloane’s redesign, Graça said: “The redesign marks the beginning of exciting plans to develop a premium line of spirits that sits above the company's house brands.”

Toorank will continue to produce liquid for its own premium brands, such as Sloane’s Premium Dry Gin, as well as for its list of more than 300 challenger, third party, and private label brands.