International spirits business, Quintessential Brands, has unveiled a first-of-its-kind Spirit Centre as the company aims to take customer collaboration to new heights and drive better, insight-driven innovation within spirits.

With today’s shoppers being hungry for new, high-quality innovation within spirits, the Spirits Centre gives Quintessential Brands greater agility, enabling them to provide top quality liquids and packaging solutions to retail customers at speed.

The Spirit Centre enables customers to be involved through every step of the innovation journey should they wish. They can work in the centre with the insights team who will be providing cutting edge insights tailored to them on where the most lucrative opportunities within spirits are for their business to help with ideation, they can work alongside the award-winning liquid development team on flavour profiles in the centre’s new state-of-the-art lab. They can also work with the packaging development team to establish the right design and format for their product to have maximum standout on shelf. After a day working with the team in the Spirit Centre, they will be able to walk away with a fully mocked-up bottle of their chosen liquid in hand.

With the stated purpose of being the indispensable spirits partner of choice to its trade customers, Quintessential Brands has built the new Spirit Centre with customers in all channels in mind, but will be tailoring visits to the Spirit Centre to the individual customer’s specific needs.

For retail customers, the Spirit Centre also includes a retail display area, allowing customers to experiment with product placement and merchandising to see how they can improve the experience for shoppers browsing the shelves in store to drive increased sales. For on-trade operators, the Spirit Centre also has a top-of-the-range, fully-equipped bar, allowing customers to play around with different lay-outs on the back bar and to experiment with new serves to help them unlock greater sales and enhance the experience of guests in outlet.

Led by Group Innovation Director, Deborah O’Neill, Quintessential Brands’ innovation team will be responsible for working with Quintessential Brands’ commercial and customer marketing teams to deliver new, compelling consumer-focused propositions with customers, as well as working with the global brand team on NPD for the company’s premium brands portfolio, which includes some of the UK’s most loved gin brands, OPHIR, BLOOM and Greenall’s, as well as the recently re-launched Dubliner Irish Whiskey, part of the company’s Irish whiskey portfolio at the Dublin Liberties Distillery.

Group Innovation Director, Deborah O’Neill, comments, “We’re thrilled to have realised our ambition of a creating an innovation hub where we can collaborate with our customers to create spirits brands that will excite and delight consumers, be it in the spirits aisle or in on-trade outlets. The reception from customers who have visited us so far has been fantastic – they can see the immense value of working closely with us in the Spirits Centre can bring to their businesses and are as excited as we are about what we can deliver together as a result.”

Retailers and on trade operators interested in visiting the Spirit Centre are advised to contact their Quintessential Brands representative.

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