Regal Rogue bought by Intrepid Spirits

15 May, 2020 by Andy Young

Independently-owned spirits company Intrepid Spirits has acquired a majority stake in Australian vermouth producer, Regal Rogue.

Intrepid, which has offices in Shanghai, Dublin, Chicago and San Francisco, has been in negotiations with Regal Rogue for several months and despite the pandemic said it felt this was a good long-term move for both parties.

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Mark Ward, Regal Rogue’s founder, will continue to be heavily involved in the development of the brand, working closely with the marketing team at Intrepid to expand the distribution and presence of Regal Rogue worldwide.

John Ralph, CEO of Intrepid Spirits, said: “Mark has created a world class brand and we look forward to bringing the infrastructure and resources required to take Regal Rogue to the next level.

“While it is certainly an unusual time to announce Intrepid Spirits’ first major strategic brand investment, we were determined to take an optimistic approach to these tumultuous times. It’s something that Mark and I have been discussing for months, long before the pandemic, and we felt the long term strategic value for both parties was just the reason to continue to move forward.”

The Regal Rogue portfolio comprises four varietals, Lively White, Daring Dry, Bold Red and Wild Rosé, which are handcrafted with 100 per cent Organic Australian wine and blended with more than 17 aromatic herbs and native Australian spices.

Ward said: “When I debuted Regal Rogue in 2011, I sought to challenge tradition by introducing a vermouth with a captivating story and unique positioning as a stand-alone aperitif.

“We’ve seen tremendous success in Australia, the UK and USA, and by joining the Intrepid portfolio, we’ll be able to dramatically amplify our positioning in the vermouth category.”

Ralph added: “Intrepid Spirits is about fearlessly blazing profitable new trails across diverse categories, continents and cultures, and Regal Rogue fits our corporate strategy perfectly.

“It’s not about stealing share from the old, traditional vermouth category, but rather taking a whole new approach to the segment via a proposition that ticks all the right boxes: innovatively crafted, low ABV, made with natural ingredients, that not only has the potential to re-define the vermouth segment but to go beyond it.”