Babco spirits to launch its first UK brand

A spirits company set up by a former IDV manager made redundant in the merger with United Distillers & Vinters is to launch its first UK brand.

Babco, which markets drinks in Ireland, Canada, Spain and Greece, is launching alcoholic energy drink Agwa, which is targeted at 18- to 24-year-olds in UK nightclubs.

Babco is headed by Mark Wilson, who spent eight years at IDV in a variety of senior roles, including head of the European brandy division.

Agwa is a 30 per cent-spirit drink distilled from the energy-boosting root Guarana and the non-narcotic part of the Coca leaf. It has been served in chilled test tubes in some clubs in Northern Ireland.

Distribution is being established in the Newcastle, Brighton, London and Manchester areas through FD Brands.

There are plans to launch the drink in Sweden and the Netherlands.

Babco has also developed Soixante-Neuf – a cognac flavoured with vanilla which is designed to appeal to women – and a liqueur called Cremsoir made from French cognac and Belgian white chocolate.

While at IDV, Wilson also worked with BBH Unlimited’s sister company BHH on J&B Scotch Whisky.

Wilson received a pay-off at the time of the merger and set up Babco, which is based outside Dublin. He says: “Spirits is a terribly staid sector compared with what is going on in beers, wines and ciders. We want to bring some innovation to the market.”

BBH Unlimited created a series of two-second and four-second TV advertisements for Agwa, which ran in Northern Ireland in December and targeted clubbers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here