Federal Merchants & Co has announced two new distribution partnerships with Giesen Group and Strange Nature Gin.
Giesen Group
Effective from November 1, 2024, this strategic partnership marks a significant change as Giesen transitions from self-distribution to working with a distributor, enhancing their ability to meet the demands of a rapidly-changing market.
For the past 15 years, Giesen has distributed its own brands, including its premium wines and recently launched Giesen 0% alcohol-removed range, across New Zealand.
However, with the market evolving, Giesen believes that Federal Merchants’ extensive nationwide distribution network will expand the availability of its wines and deliver even more value to its customers.
“Our wines, including our popular Giesen 0% alcohol-removed range, have built a strong presence across many market segments in New Zealand,” says General Manager, Kyle Skene.
“Partnering with Federal Merchants allows us to reach even more consumers and locations.”
Under the new arrangement, Federal Merchants will be distributing the Giesen, Giesen 0%, Ara Range, Bay & Barnes and Mount Ridge wine brands, as well as Kaiser beer.
Plus, through an existing relationship with wine producer Casella, the Peter Lehmann brand currently distributed by Giesen will also be moving to Federal.
Strange Nature Gin
From October 1, 2024, Strange Nature Gin will be distributed across New Zealand by Federal Merchants & Co.
Strange Nature Gin is crafted from the spirit of New Zealand’s Marlborough wine region, using a pure spirit distilled from premium Sauvignon Blanc wine.
The clean white spirit is distilled with the only botanical it needs, the one that defines gin – Juniper – providing its unexpected taste profile.
“I would like to thank Giesen Group, who have done a stunning job over the last three years in helping to build the Strange Nature brand in the New Zealand market,” says Strange Nature’s Rhys Julian.
“At the same time, we are delighted to transition over the distributor management to Federal, a distributorship that has an excellent track record of growing both local and international super premium spirit brands.
“We have ambitious plans for the New Zealand market and confident that a like-minded company such as Federal can help realise them.”
How to catch up with The Shout NZ…
Online, updated daily with its own unique content and breaking news.
Our weekly newsletter – free to your inbox! Subscribe here.
We are also on Facebook and Instagram!
