Giesen Group Limited has announced a new distribution agreement with Federal Merchants & Co., effective from 1 November 2024.

This strategic partnership marks a significant change as Giesen transitions from self-distribution to working with a well-established distributor. Giesen says it will enhance their ability to meet the demands of a rapidly changing market.

For the past 15 years, Giesen has distributed its own brands across New Zealand, including its premium wines and the recently launched Giesen 0% alcohol-removed range.

However, Giesen General Manager Kyle Skene says that with the market evolving, Federal Merchants’ extensive nationwide distribution network will 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.”

Under the new arrangement Federal Merchants will distribute the Giesen, Giesen 0%, Ara Range, Bay & Barnes, and Mount Ridge wine brands as well as Kaiser beer. Plus, through an existing relationship with wine producer Casella, the Peter Lehmann brand currently distributed by Giesen will also move to Federal.

“This collaboration comes at an exciting time for the market and our two 100% New Zealand-owned businesses,” says Kyle Skene. “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.”

Michael Morton, Managing Director of Federal Merchants & Co., says they 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. Adding Giesen to our portfolio is part of our long-term strategy to meet the rising demand for non-alcoholic beverages, while also 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.”

Giesen says that with the new partnership, it aims to build on its success in both the alcoholic and non-alcoholic beverage sectors. It says Federal Merchants’ reputation and market reach will help ensure that Giesen’s wines are more accessible than ever before, supporting the company’s continued growth in a changing industry.