Giesen, Strange Nature move to Federal Merchants & Co.

Giesen Group Limited and Strange Nature have announced new distribution agreements with Federal Merchants & Co.

For Giesen Group, this strategic partnership marks a significant change as Giesen transitions from self-distribution to working with a well-established distributor, effective from 1 November 2024. 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, 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.

Strange Nature Gin has also confirmed it is now being distributed across New Zealand by Federal Merchants & Co. The change took effect on 1 October.

In announcing the change, Strange Nature’s General Manager and Owner, Rhys Julian, thanked original distributor Giesen Group. “Giesen Group have done a stunning job over the last three years in helping to build the Strange Nature brand in the New Zealand market.

“At the same time, we are delighted to transition over the distributor management to Federal, a distributorship that has an excellent track record of growing both local and international super premium spirit brands. We have ambitious plans for the New Zealand market and are confident that a like-minded company such as Federal can help realise them.”

The multi-award-winning gin has become known for its unique taste profile, distinctive packaging and innovative production process. It is made from spirit distilled from premium Marlborough Sauvignon Blanc and juniper as its single botanical. Most recently, Strange Nature was awarded the Trophy for Best Overall in Category (Gin Contemporary) at the 2024 NZ Spirits Awards.

Federal Merchants & Co.’s Michael Morton said: “We are very excited to bring Strange Nature into the Federal family of brands and to further strengthen our position in locally-owned and produced products. We have admired from a distance the great job Rhys and the team have done on the brand so far and we look forward to being a big part of the future growth of Strange Nature here in New Zealand.