The biggest recruitment drive in our history.

The biggest recruitment drive in our history. A doubling of our sales team in the next 12 months. Investments in marketing, in training, in our fabulous portfolio of brand partners. Seriously ambitious growth plans. These are just some the answers I give when I’m asked (frequently!) why I sold Mangrove in February of this year.

Just nine months later, as part of Groupe Bernard Hayot, not only do we now have access to the resources to deliver our plans for 2024, but also the encouragement and support to follow our ambition at pace.

Let’s look at the detail.

2023 has been a challenging year with headline after headline focusing on inflation, industrial action, sky high energy prices all resulted in a cost-of-living crisis and this has manifested itself in a withering of consumer confidence and a reduction in footfall.?A duty rise and government policy haven’t helped these recover.?Many are battening down the hatches and it’s particularly tough for the independent sector, for brands not backed by the very deepest pockets.

It's against this backdrop that we have evolved our portfolio and will continue to do so with probably the highest quality, most interesting and relevant product offering on the market. We’ve welcomed a host of incredible brands to the portfolio, including Akashi, Yamazakura, Limoncello di Capri, Glendalough, BEARFACE, and Milk & Honey.?

We have invested in our marketing and national accounts teams and have partnered with some of our trade customers across the country on some truly creative projects: nationwide cocktail rollouts, liqueur launches, as well as a roadshow of spirit masterclasses to Britain’s best bartenders. Through these partnerships, we’re pushing brand education, we’re giving drinkers something fresh to try – and it’s working for multi-national pub owners and boutique venues alike. We will develop our back of house systems and operations throughout the coming months.?

In 2024 the global group will be investing over ￡1M into additional people with an objective to more than double our sales force across a number of channels. We’ll be increasing our focus on independent retail, diversifying into cash and carry, and driving higher sales in trade retail. And GBH aren’t just investing for one year, but for generations yet to come: our brands have stories to tell, liquids to explain, experiences to share, all of which require a talented sales representative with a comfortable pair of shoes to reach as many people as possible.?

I’ve always been incredibly proud of what I had created with Mangrove and the talent we employ.? We continue to be Team Purple, championing the best independent spirits brands, doing it our own way, with our own identity and culture, but we’re welcoming a bigger team, and in 2024 we’ll be doing it in an even bigger way. Come and join us.

?