Britvic Licensed Wholesale rebrands to Counterpoint
Britvic Licensed Wholesale has rebranded as Counterpoint and unveiled a new customer engagement model for the licensed trade
Print3 December 2013
Britvic Licensed Wholesale, one of Ireland’s largest on-trade wholesalers has undertaken a large scale repositioning programme which will see the company rebranded to Counterpoint. The move will also see it roll out a new model of customer engagement for the licensed trade.
With the repositioning, Counterpoint has announced the creation of 20 new jobs in Dublin and the addition of two new distribution contracts for Walkers Snacks and Findlater Wines. The job creation will be focused on the company’s head office in Dublin and will service customer care and also financial account functions previously undertaken in the UK.
Counterpoint, which distributes to over 7,000 bars, hotels and restaurants nationwide, will be the exclusive on-trade distribution partner for Walkers Snacks which will see the product range stocked in pubs across Ireland. It has also signed a distribution deal with the Findlater Wine & Spirit Group, one of the country’s largest wine and spirit distributors and part of DCC Food & Beverages.
Counterpoint’s portfolio of wholesale packaged beers includes market leaders such as Heineken, Carlsberg, Budweiser, Becks and Coors Light and it is the leading island-of-Ireland on-trade supplier of soft drinks with 42% market share.
Commenting on the repositioning, Finbarr O’Doherty, managing director for Counterpoint, says: "The licensed trade in Ireland has undergone radical change in recent years and we are evolving our business to successfully compete in this new trading environment. Our new customer engagement model is unique to the on-trade as it is based on a partnership approach that goes beyond purely a supplier relationship. We are focusing on the needs of our customers so we can deliver a strategic advantage."
Counterpoint’s new customer engagement model is built around offering access to an expanded portfolio of products, working with customers to develop and deliver bespoke marketing campaigns and adding value through offering insights on trends in the Irish and international licensed market to deliver innovation and growth
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