Giesen Group Limited, one of New Zealand's leading wine producers, has announced a new distribution agreement.
Effective from the 1st of November 2024, Giesen Group Limited’s partnership with Federal Merchants & Co. will mark a significant change. Giesen will transition from self-distribution to working with a well-established distributor, enhancing their ability to meet the demands of a rapidly changing market.
For the past 15 years, Giesen has successfully distributed its own brands, including its premium wines and recently launched its 0% alcohol-removed range across New Zealand.
However, with the market evolving, the group believed that Federal Merchants’ extensive nationwide distribution network would expand the availability of its wines and deliver even more value to its customers.
"Our wines, including our popular Giesen 0% alcohol-removed range, have built a strong presence across many market segments in New Zealand. Partnering with Federal Merchants allows us to reach even more consumers and locations," said Kyle Skene, General Manager.
"This collaboration is exciting for the market and our two 100 percent New Zealand-owned businesses. We believe Federal Merchants is the right partner to support our anticipated growth and better adapt to the evolving consumer trends we are seeing in the New Zealand beverage market."
With this new partnership, the group aims to build on its success in the alcoholic and non-alcoholic beverage sectors.
Federal Merchants’ reputation and market reach will help ensure that these wines are more accessible, supporting the company’s continued growth in a changing industry.
"We are thrilled to be working with the Giesen family and their world-class portfolio of wines, including the Giesen 0% alcohol-removed range. It’s a privilege for our team to represent such an iconic New Zealand brand,” said Michael Morton, Managing Director of Federal Merchants & Co.
“Adding Giesen to our portfolio is part of our long-term strategy to meet the rising demand for non-alcoholic beverages while continuing to offer our customers an exceptional selection of premium wines. As a 100% Kiwi-owned company, we’re proud to contribute to the future of the wine sector, and we’re excited to bring Giesen’s wines to more consumers across New Zealand."
Under this new arrangement, Federal Merchants will distribute the Giesen, Giesen 0%, Ara Range, Bay & Barnes, Mount Ridge wine brands, and Kaiser beer. Through an existing relationship with wine producer Casella, the Peter Lehmann brand, currently distributed by Giesen, will also be moving to Federal.
