New drinks agency launches in Birmingham as city ‘booms’

Cubed Crushed team

The boom in bars and restaurants in Birmingham has led to the launch of a new agency to build sales of drinks brands in the city.

Crushed & Cubed will have a “carefully curated portfolio of premium and exciting” drinks brands, aiming to build sales and increase brand awareness on behalf of clients.

The agency is a partnership between drinks-only communication agency Garnish Communications and Birmingham-focused lifestyle media company I Choose Birmingham.

Brand ambassadors Benjamin Kane and Katie Rouse will be building portfolio distribution across the city alongside services from Garnish and I Choose.

Crushed & Cubed was launched this month with six brands in its portfolio, with a focus on white spirits, including Snow Queen Vodka, Langley’s Gin and Double Dutch Mixers, all on long-term contracts.

Tom Cullen, director of I Choose Birmingham, said: “Birmingham is a city on the boom. Experiencing its highest economic growth since the 1960s, the nation’s second city is the go-to metropolis for maximum exposure outside the capital. It’s the perfect time to invest here.”

Nik Koster of Garnish Communications added: “Garnish and I Choose Birmingham have worked on various campaigns which have been a resounding success and feedback from the brands, wholesale networks and venues in the city has been incredibly positive. We’re delighted to get started.”

Last year saw new venues open in the city such as Gas Street Social and Intertain’s 6 on Broad Street as well as new bars and restaurants in Grand Central Birmingham, the retail and leisure development integrated with Birmingham New Street station.

Already this year, The Deltic Group has announced a £1.4m project to turn the former Gatecrasher into a Pryzm nightclub while Intertain has invested £425,000 in refurbishing its Walkabout on Broad Street.

More openings are planned for Birmingham in 2016 including at least two new Dares cocktail bars from Empire Star, the owner of brewer Davenports.

Pictured are Benjamin Kane, Nik Koster, Katie Rouse and Tom Cullen.

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