B&B Distribution Limited, an arm of the island’s largest beverage conglomerate is being rebranded and will take on the name of its heritage company, Banks.
Effective last Saturday, all livery and signage started to reference Banks Distribution Limited.
The company which distributes brands with the largest market share in the beer, soft drink, juice and milk categories, will continue to service its more than 2 000 customers in the channels of large retail, hospitality, wholesale and traditional grocery.
Banks Distribution’s new brand identification will be manifested on all corporate documentation and livery.
Managing director and chief executive officer of the BHL Group, Richard Cozier, said the rebrand was designed to position the group on a path of growth in the challenging economy.
“Increased competition and aggressive pricing strategies by our competition as well as vociferous demands by our shareholders for a greater return on their investment, have forced us to make a critical assessment of our beverage operations – this rebrand is a part of that move, “he said.
Cozier added that the rebrand of B&B Distribution Limited to Banks Distribution Limited was in a strategic effort to increase efficiency and streamline operations within the beverage group. (PR)