Lion NZ has sealed a distribution agreement with Byron Bay mixers brand, StrangeLove to complement its premium spirits portfolio at high end hospitality venues and retailers in New Zealand
StrangeLove’s premium mixers are created using natural ingredients and served in distinctive bottles with premium stippling and embossed woodmark. Flavours include Dirty Tonic and Bitter Lemon and Salted Grapefruit.
Stefan Gray, GM of Lion’s non-alcoholic division, said that StrangeLove is a great match for their spirits portfolio and will help meet the evolving tastes and occasions of consumers.
“In line with the huge growth of premium spirits, crafted premium mixers are booming. It makes sense, with consumers wanting to ensure they don’t ruin their high-end spirit by mixing it with a low-end product,” Gray said.
“The team also has a great selection of adult sodas like Smoked Cola, Yuzu and Double Ginger that will be great additions to our wider non-alcoholic beverage portfolio within the Drinks Collective. We have big plan to grow the Drinks Collective as part of our commitment to ensuring at least 10 per cent of Lion’s sales come from our non-alcoholic range by 2025.”
Premium crafted spirits are experiencing huge growth in New Zealand, with gin value in the country now sitting at $36 million, providing a great opportunity for premium mixer companies.
StrangeLove CEO David Temminghoff said the partnership with Lion is a chance to bring their brand to the forefront of craft mixers in the Kiwi market.
“With New Zealand a key growth market for StrangeLove it’s exciting to have Lion on board to help us build our presence here,” he said.
“With their strong distribution network and expertise in hospitality, we’re confident they’ll support us to grow our momentum and mirror the huge success we’re achieving in Australia. Lion also has an enviable portfolio of spirits that our brand matches perfectly.”
The exclusive distribution agreement effective from November 1, will replace StrangeLove’s current distribution through Federal Merchants.
