Intrepid Spirits buys majority stake in Regal Rogue

Irish drinks firm Intrepid Spirits has acquired a majority stake in Australian vermouth brand Regal Rogue for an undisclosed sum.

Mark Ward, Regal Rogue’s founder, will continue to be “heavily involved” in the brand’s development and will work closely with Intrepid’s marketing team to grow its distribution footprint globally.

John Ralph, CEO of Intrepid Spirits, said: “Mark has created a world class brand and we look forward to bringing the infrastructure and resources required to take Regal Rogue to the next level.

“While it is certainly an unusual time to announce Intrepid Spirits’ first major strategic brand investment, we were determined to take an optimistic approach to these tumultuous times.

“It’s something that Mark and I have been discussing for months, long before the pandemic, and we felt the long-term strategic value for both parties was just the reason to continue to move forward.”

Regal Rogue was founded in 2011 and comprises four variants: Lively White, Daring Dry, Bold Red and Wild Rosé.

Each expression is made from 100% organic Australian wine that is blended with more than 17 aromatic herbs and native Australian spices sourced from Aboriginal farmers.

Ward said: “When I debuted Regal Rogue in 2011, I sought to challenge tradition by introducing a vermouth with a captivating story and unique positioning as a stand-alone aperitif.

“We’ve seen tremendous success in Australia, the UK and USA, and by joining the Intrepid portfolio, we’ll be able to dramatically amplify our positioning in the vermouth category.”


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Author: Melita Kiely {authorlink}