There is an innovative new company in the South African liquor space, and it is set to bring new flair and distinction to the industry and exciting new brands to local consumers.
Merriment&Co, – merchants, marketeers and manufacturers of fine spirits, wines and champagne – is a startup that combines an extensive experience of the fine beverage market with an imaginatively entrepreneurial approach.
Dirk J Ullrich, Managing Director of Merriment&Co explains: “We realised that there was a gap in the market for distinctive new tastes and fresh alcohol brands, so we set out to find the best in the world.”
Using their wide experience in the market both in Africa and abroad, the company has chosen to market and manufacture distinctive international brands, based on a clear understanding of the South African lifestyle, palate and pocket.
“Our focus is on innovative alcohol experiences with world-leading quality, coupled with personal attention and a commitment to excellent service to our dealer channel,” he says.
Ullrich is no stranger to building new brands from scratch. In his 21 years of marketing, he turned brands such as Marlboro and SKYY Vodka into household names in South Africa. His entrepreneurial spirit saw him founding Livissimo, the lifestyle drinks company in 2016. Earlier this year, a casual meeting with three investors and entrepreneurs turned into an exciting discussion about how their expertise could be pooled, and Merriment&Co was born.
After a share swap agreement, Merriment&Co and Livissimo now operate in tandem.
The company realises that the ‘walls and wheels’ – the distribution channel – can make or break a relationship between the supplier and customer.
“It is important to us that we are available country wide. When a customer places an order, the personal service that we offer must continue through to timeous, seamless delivery. That’s why we have appointed Liquor Runners as our distribution partner for liquor and Bidfood for the non-alcoholic range,” says Ullrich.
Brands currently available include:
• Sierra Tequila, Europe’s No1 tequila;
• The classic Dubliner Irish Whiskey and the Dubliner Caramel;
• The Dublin Liberties Irish Whiskey;
• Piper-Heidsieck, the exclusive champagne of the Cannes Film Festival and the Oscars;
• Japan’s Number 1 Choya’s Umeshu liqueur, the ideal companion to sushi;
• Feeney’s Irish Cream Liqueur;
• Their own exclusive red wine under the Opulence label, and
• The B to B Mixer range for professional barmen and chefs: the shelf stable fruit purees, Easy Cocktail non-alcoholic cocktail bases, and syrups.
For descriptions of the brands, visit the website at www.merriment.co.za.
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