Leading Dutch distiller, Toorank, is undergoing a full rebrand and has announced a brand spanking new corporate identity, Dutch Spirits.
The rebrand is said to reflect the company’s ambition to become a global champion of Dutch drinks innovation as it embarks on a new growth phase that will take it beyond its current core markets.
Since Toon Blij snapped up Toorank from Metaxa in 1990 the business has grown considerably and now trades in 50 markets worldwide. New name or not, the company will still be able to pump out a mammoth 90 million bottles annually across its Polish and Dutch facilities.
Toorank produces liquid for its own premium brands, such as Sloane’s Premium Dry Gin, as well as for an extensive list of more than 1,300 challenger, third party and private label brands.
'The decision to change our corporate identity was a result of our ambition to grow, both at home and internationally,' MD Andy Mallows said. 'We want to become the biggest Dutch distilling group and felt we needed a strong identity to achieve this. We wanted an identity that reflected our Dutch heritage, as well as the passion and identity of our workforce, hence Dutch Spirits.'
'The one common ingredient across all our drinks is the people that work at Dutch Spirits. They are Dutch Spirits’ heart and soul and provide quality products that incorporate a highly flexible mix of innovation, design skills and manufacturing know-how,' said Mallows.
'We are more than a one stop shop, we will take you through all the steps and, most importantly, have an instinct for what works,' Mallows added.
As part of the change, Dutch Spirits has launched a new website.