Thresher boosts own-brand range with Imperial Ice

Thresher Group, the renamed off-licence company, has thrown down the gauntlet to brand manufacturers with the launch of Imperial Ice, a vodka-based premium packaged spirit (PPS).

The company, which announced last week that it was changing its name from First Quench, is introducing the drink to all 2000 of its UK shops this month.

Imperial Ice will compete with established brands such as GBL International's VK Vodka Kick and Diageo GB's Smirnoff Ice, also sold in Thresher Group shops.

The group's own-brand range already includes Imperial Vodka, Glenrossie Whisky and Victory Gin.

Thresher Group marketing director Kevin Styles said: "The development of our own products forms a key component of our strategic growth plans, and is assisting our move away from being a supplier-led business. The own-brand market is developing at great pace and there is potential for further growth."

The launch comes just days after the company unveiled Origin, said to be the world's only major wine brand not allied to a single country, product or region.

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