Marketing

C&C Gleeson Wine & Spirits renamed

Gilbeys, a name dating back to the 1850s, has been confirmed as the ‘new’ name for C&C Gleeson’s wines & spirits business.

For decades Gilbeys was recognised as the cornerstone of the Irish wine trade and is still one of the most respected legacy wine distribution companies in the country.

Gilbeys’ relaunch sees a marriage of old and new and it hosted its first event – its Portfolio Tasting – last month under the Gilbeys moniker which saw all of its leading principals gather in Dublin for the launch while the showcase saw guests sample the complete wine & spirits portfolio.

“The Gilbeys name is something of an institution in Ireland,” said Gilbeys General Manager Finbarr O’Doherty, “Such is the strength of the brand that it’s synonymous with wines & spirits and resonates not only with trade customers, but has excellent levels of awareness amongst consumers, which is unusual for a wine distribution company.

“We felt that the legacy of the Gilbeys brand was so strong that the natural evolution was to reintroduce the name which we think will be welcomed right across the trade.”

The company’s star performers Santa Rita, Blossom Hill and Yellow Tail, will all be supported by strong Below-The-Line marketing and activation programmes to help drive sales.

 

 

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