Distribution agency Craftwork is partnering with Nordés to grow the premium Spanish gin brand’s presence in the UK.
The strategy includes widening the Galician gin’s UK presence via the on and off-trade using Nordés’ Atlantic link to build demand and association through coastal towns.
A full-time ambassador will be appointed and a creative marketing and PR programme will launch to bring the brand’s back story to life.
Craftwork managing director Jeremy Rockett said: “We’re thrilled to be working with Nordés – they are a brand after our own heart, valuing relationships with the trade and investing in engagement.
“Nordés has built a phenomenal presence in Spain and we’ll be looking to transfer some of that passion over to the UK via standout initiatives such as Nordés Atlantic pop-up bars”.
Nordés was created in 2012 by entrepreneurs Juan Luis Méndez, José Ángel Albela and Xoan Cannas. In 2015, Nordés integrated the portfolio of premium brands of Spanish company Osborne.
Maarten Van Dam, area sales manager, Osborne, said: “This partnership is the natural progression for Nordés gin, it has become intrinsically linked with Spanish culture and we hope to keep this ‘spirit’ alive.
“It’s an important moment for the brand and the UK is a key market that needs nurturing in a very specific way. Craftwork will build on the good work done so far and take Nordés to the next level of engagement both with the trade and to hearts and minds of UK consumers.”
