Product innovation drives export success

Operating in a highly competitive market dominated by global brands, VC2 Brands has fast become recognised as an industry leader, delivering a wide range of innovative drink products to international markets.

Imaginative product development and effective distribution networks have taken this Stirling based company into new international markets.

In 2011, VC2 Brands announced an annual turnover of £3 million, compared with £1.8 million a year earlier.
Export sales are driving growth and now make up 20 per cent of revenue.
Ireland, Spain, Israel, Australia, Canada and Singapore are all key markets.
Innovation is key to VC2's export success, for example the company has produced the world's first whisky beer.
Significant investment in the brewing division, TSA Brewing Co. has seen turnover grow from £70k to £800k, largely down to export sales.

Despite the economic climate, VC2 Brands continues to invest in key areas of the business, for example in their brewing division TSA Brewing Co.

Bottle Over the last year, VC2 has seen a great increase in demand for exports across the company's brand portfolio with numerous listings secured in foreign retailers, wholesalers and bar chains, including Spain's El Corte Inglés, thanks to their innovative products and effective national distribution networks.

Sales to Ireland, Spain, Israel, Australia, Canada and Singapore are particularly strong. To reflect their growing presence in Australia, VC2 Brands recently opened an office in Townsville, Australia.

Quality and product innovation have played a key role in securing export success, creating products designed for both domestic and international markets has been critical to this. TSA Brewing Co's premium coffee flavoured beer, Double Espresso Premio Caffe Birra, was launched in Spring 2011 but has already won a number of high profile industry awards and attracted global interest.

Next steps?

Innovation is critical to maintain a competitive edge and VC2 Brands will continue to invest in new product development. The company has many more new products in the pipeline to best suit varying domestic and international markets including a golden rum launching later in 2011.

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“It's hard to compete with big brand owners, such as Diageo in overseas markets. We found gaps in the market and major markets in those gaps.”

Graham Coull, Co-founder, VC2 Brands

“We recognised the need to introduce something new, exciting and unique to the market and we feel that we have accomplished this with Double Espresso Premio Caffe Birra. The continental name was created to maximise the growing demand for beer with a point of difference throughout Europe and Australia.”

Carlo Valente, Co-founder, VC2 Brands