The Cockspur brand features various rums and its sale to Woodland Radicle means it will upgrade its packaging and introduce new products to expand its portfolio.
Steve Wilson, CEO and co-founder of Woodland Radicle, said: “Our strategy is to raise the profile of Cockspur.”
“That is why we emphasise our intention will be to return Cockspur to greatness in Barbados as well as expand exports into more markets.”
Wilson spent 15 years as the global head of innovation at Diageo and was closely associated with a number of major brands including Bailey’s Irish Cream, Malibu, Ciroc Vodka, and Smirnoff Ice.
The CEO also assured that the great taste of the Cockspur brands will not change as they will continue to be produced and bottled in Barbados.
Cockspur’s headquarters will now be at Woodland Radicle’s corporate base in St George, Barbados. From there, a network of distributors will market the brand globally, while Hanschell Inniss will continue to distribute the brand locally.
Wilson declined to say how much Woodland Radicle paid for Cockspur, he stressed they are satisfied that they have a winner.
He also projects that rebuilding the Cockspur brand and taking it global would help them achieve their quest to become the number one brand building company in the beverage and alcohol industry within the next five years.
