REG - East Imperial PLC - Appointment of US Bottling Partner

East ImperialAnnouncement

24/11/2022 07:01

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RNS Number : 3907H  East Imperial PLC  24 November 2022

East Imperial PLC

Appointment of The Lion Brewery as US Bottling Partner

 

Enables East Imperial to meet rising US demand for premium beverages and
improve margin as it expands

 

East Imperial, the global purveyor of ultra-premium beverages, is pleased to
announce the appointment of The Lion Brewery as its US bottling partner. Under
the terms of the agreement, The Lion Brewery will bottle East Imperial's
entire range, including the award-winning Grapefruit Tonic, Mombasa Ginger
Beer and Yuzu Lemonade. Bottling is expected to start in early 2023.

 

Utilising a US-based bottling partner will enable East Imperial to benefit
from significant logistical savings and reduce the capital costs involved in
expanding in the fast-growing US market. This will form a key part of East
Imperial's margin improvement programme over the coming year. It will also
provide East Imperial with the flexibility to react to the needs of the market
and scale up quickly as demand continues to grow.

 

East Imperial is already an established brand in the US luxury beverage
market, with existing clients including the Peninsula hotels in Beverley Hills
and Chicago, Faena Hotel in Miami Beach and Mondrian South Beach in Miami. The
company's US revenues were up 132% year-on-year in the six months to June
2022. With the market experiencing rapid growth in demand for premium mixers,
this appointment aligns with the company's wider strategy to meet increasing
US demand whilst significantly improving operational efficiency and margin.

 

Today's announcement follows East Imperial's distribution agreement with
Republic National Distributing Company (RNDC), one of the largest distributors
in the US, signed earlier this year. East Imperial's products are now
available to on-trade and off-trade markets across 11 US states. and the
company will soon be expanding into additional states in partnership with RNDC
as part of the next phase of its US expansion.

 

Founded in 1905, The Lion Brewery, based in Wilkes-Barre, PA is
well-established and highly experienced in working with leading brands in the
US soft-drink industry. Its bottling facility is strategically located to
offer favourable freight rates to East Imperial's key markets across the
country.

 

Tony Burt, Founder and CEO of East Imperial, said:

 

"We're delighted to be announcing our partnership with The Lion Brewery. We
have big ambitions for growth in the US and local bottling will offer us the
chance to do this while benefiting from significant margin and logistical
advantages.

 

I am pleased that we have found a bottling partner who shares our high
standards in sourcing and bottling the best quality ingredients to make the
best possible product for our discerning clientele. I am incredibly excited
about the US opportunity for ultra-premium mixers, and now with local bottling
and national distribution in place, East Imperial is well positioned to
capitalise on this, and reach new customers across the country."

 

 Media Enquiries

Brunswick Group

Helen Smith

Will Booth

 

+44 20 7404 5959

Eastimperial@brunswickgroup.com (mailto:Eastimperial@brunswickgroup.com)

 

About East Imperial

 

Founded in New Zealand and Singapore in 2012, East Imperial produces a range
of ultra-premium mixers that sell throughout APAC, US and EMEA. Guided by a
clear strategy to capitalise on the growing demand for premiumisation across
the beverage industry, East Imperial has sold over 20 million bottles in over
20 countries since its founding, with popular products including Old World
Tonic, Grapefruit Tonic, Yuzu Tonic and Mombasa Ginger Beer. In 2022, East
Imperial won 8 medals at the coveted Tonic & Mixers Masters Competition in
London.

 

The company was founded on the philosophy of creating exquisite products
defined by heritage, tradition and authenticity. All products are made from
the highest quality, all-natural ingredients, reflecting East Imperial's
commitment to providing a sustainable product and minimising environmental
impacts at every stage of the manufacturing process.

 

For more information about East Imperial and its ultra-premium mixers, visit
eastimperial.co.uk.

 

About The Lion Brewery

The Lion Brewery was built in 1905 and is located in the Northeast region of
Pennsylvania. In addition to its own line of beers, they work with many
leading and well-recognised US brands, producing contract beverages including
beers, soft drinks, maltas, and energy drinks.

 

 

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