Primeline Group, a provider of logistics, sales and marketing services, has launched Bevella, a beverages distribution and brand-building business.

The business will help new and existing brands, particularly Irish developed alcoholic beverages, to access the local market and develop on-trade and off-trade sales channels.

The company said the vision is bring new and exciting brands to customers, while keeping a close eye on global trends and emerging alcohol categories.

The Bevella business is headed up by Paul McInerney, who has over 20 years senior management experience with brands such as PepsiCo, Heineken Ireland, O’Brien Fine Foods and Coca-Cola HBC, including over 10 years’ experience in the on-trade.

"We intend to use our international relationships to give Irish brands the opportunity to develop international markets through our partner network, which is reciprocal," said Mr McInerney, Bevella Director.

Connacht Whiskey Distillery, Blood Monkey Gin and the Muff Liquor Company are among the first key brands to be announced as part of expansion plans.

Primeline is currently acting for companies including Molson Coors, Edward Dillon and Heineken and is operating a bond out of Ashbourne, County Meath.

The company said five new recruits from across the drinks industry are being appointed to a team at Bevella to work across its branded drinks portfolio with key partners.