Eldorado Tonic Wine taken over by JW Filshill

JW Filshill has added a new arm to its business following the acquisition of Eldorado Tonic Wine.

The wholesaler purchased the long-established brand from KB Agencies for an undisclosed fee and plans to use subsidiary company, Differentiator Brands Ltd, to see and market Eldorado.

“This represents a new approach for us and a different route to market which will allow us to engage with wholesalers and convenience stores outwith our current wholesale business structure,” JW Filshill Chief Executive Simon Hannah said.

“We have first-hand experience of what wholesalers and retailers need from a brand and we now have a chance to put some of that in place.”

A full-bodied tonic wine, Eldorado is well known in Scotland and has developed a loyal consumer base, which Filshill hopes to extend south of the border into England’s major cities.

There’s no intention for Filshill to stop there either, as Hannah revealed the acquisition “sets the scene for future brand acquisitions”, which is only going to fuelled by the planned extension of its symbol group.

He added: “This gives us ownership of an established brand for the first time in more than 40 years and underpins our ambitions to diversify the business as well as attract new customers and grow a category of the UK alcoholic drinks market.

“We are excited about the opportunity to be able to put in place and trial some innovative marketing initiatives to drive category growth, expand geographical distribution and generate sales across the wholesale and retail channels.”

acquisition Eldorado Tonic Wine JW Filshill Simon Hannah wholesaler