Osborne wants to grow his premium gin Northeast, one of the revelation products of its portfolio since it was bought in 2015 from its founders with the aim of making it grow within its distributor ecosystem. Something that it has done in the last five years and that it intends to intensify, opening new markets for the Galician brand.
Next on the list is none other than the US Osborne will launch Nordés in one of the world’s great spirits markets between late March and early April, and will do so in 11 of its main cities: New York, San Francisco, Los Angeles, Chicago, Washington, Miami, Boston, Atlanta, Denver, Connecticut, and Maryland. Something that will be carried out through a local distributor that already works with part of Osborne’s wines and that will launch them in the hospitality market, as described by the CEO of Osborne, Fernando Terry, to Five days.
“The main objective will be to give the product a try, so that consumers can get closer to the brand and create a connection with them. The US market is huge and it is always desirable to try, “he explains. Nordés will reach thirty countries where it can already be consumed, although its strategic focus is on Germany, Italy and the United Kingdom at a European level, as well as China and Brazil, where it began to arrive last year and where Osborne has its own distribution force.
“Nordés’s international development is booming. The results in Brazil and China are encouraging. The global objective for this brand is to turn it into a global gin and we have to go little by little ”, says Terry, who recognizes that it is an ambitious goal, but possible due to the potential of the brand. “Within our portfolio it is the one with the most potential. When we begin to take it to new places and we see how it consolidates and seeks its niche, why not think that it can grow ”, he analyzes.
At present, around 25% of Nordés sales are abroad, and of that amount 90% is generated in Germany, Italy and the United Kingdom. The goal is for the US to achieve 30% exports by 2030, although there are other goals before. “We hope in four or five years to sell abroad what we now sell in Spain, some 60,000 or 70,000 boxes. That would triple or even quadruple its current size, ”says Terry.
Osborne bought Nordés in 2015 from its founders Xoán Cannas and José Luis Méndez, after word of mouth soared in popularity. In just two years of life, this Galician gin, which contains Albariño grapes in its composition, already had a turnover of more than three million, and growth has continued.
As of January 31, 2020, the closing date of the 2019 fiscal year, it had invoiced 11.2 million, 15% more, generating a profit of 2.6 million, according to the accounts deposited in the Mercantile Registry.
A trend that the pandemic has stopped. Terry estimates that during 2020 Nordés sales fell by around 28% due to its implementation in the hospitality industry, although at the quota level, says the Osborne CEO, it grew and leads the category between 20 and 30 euros. In addition, sales through Amazon grew 300%.
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