Parfetts replaces Prince Consort with Spirit Republic own-brand range

Parfetts is expanding its own-brand offering with the launch of Spirit Republic, a new range developed to offer stronger margins in high-demand spirits and licensed categories.

The employee-owned wholesaler will launch the range at its largest annual wholesale event, Parfest, in July.

It marks the first major move into own-brand spirits under a trademark created and owned by Parfetts – it replaces the previously listed Prince Consort range, which was initially developed by buying group Landmark Wholesale.

Spirit Republic will debut with 20 SKUs across multiple formats, including selected price-marked packs and smaller fractional-bottle sizes. The range includes brandy, whisky, vodka, gin, white rum, and dark rum.

Mike Kerrigan, own brand manager at Parfetts, said: “Spirit Republic is an important step forward in the development of our own-brand proposition. The range has been developed to maximise quality and value alongside strong margin performance for our retailers.”

During Parfest, Spirit Republic will be featured in in-depot theatre, giveaways, digital takeovers, and strong retail club activity. The range will also be showcased across the wholesaler’s ‘Go for Growth’ category insight platform.

Kerrigan added: “The response from retailers to our wider own-brand development has been extremely positive. We see significant opportunities in licensed categories, particularly as retailers look for trusted alternatives that still deliver quality, value and profitability.”