StrangeLove Dirty TonicBusiness

Vanguard adds StrangeLove to its mix

Vanguard Luxury Brands has announced a new distribution agreement with premium Australian mixer company
StrangeLove. From April 5, Vanguard will provide a selection of the premium mixers to high-end hospitality venues and retailers.

Founded in Byron Bay in 2012, the StrangeLove range consists of 10 premium mixers and 8 low-calorie sodas, which are all low in sugar and crafted with all-natural ingredients – think Guatemalan and Congolese cinchona in its signature Tonic No. 8, while its Dirty Tonic is the only commercial, bottled tonic water to use unrefined, raw cinchona bark.

The range was expanded in 2019 to include a line of reduced sugar Lo-Cal sodas, including Holy Grapefruit made with Cuban White Grapefruit and Lime & Jalapeño, a fusion of Australian lime juice from Mildura with the fiery heat of Mexican

Vanguard, which distributes brands including Beluga Vodka, BarSol Pisco, Calle 23 Tequila, Flor de Cana rum and Mitcher’s Whiskey, said the mixers were a natural accompaniment to its portfolio of premium spirits.

“It’s a long time since we have been involved in the mixers category, and StrangeLove is the ideal mixer brand for Vanguard because it’s premium and locally owned and produced,” said James France, Vanguard Luxury Brands Founder and Managing Director.

David Temminghoff, StrangeLove CEO, added: “We are extremely excited to work with the passionate and knowledgeable team at Vanguard. Their love of good drinking is second only to their reputation for excellent service. We can’t think of a better partner to help take StrangeLove to the next level.”

Alongside spirit consumption trends, premium mixers are experiencing huge growth in Australia, as consumers continue to invest in high-quality ingredients for their at-home mixology. The tonic category alone was up 36% in grocery during 2020.

The distribution agreement will replace StrangeLove’s current distribution through Bibendum. The range will be available from Paramount, Liquid Mix, LSB, Capital Liquor and other premium wholesalers and direct from Vanguard Luxury Brands from early April. Distribution will also expand to include ALM and ILG in the coming months.

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