Primeline aims to shake up all-Ireland beverages business

New Bevella business division of Primeline Group to develop new and existing alcohol brands by developing on-trade and off-trade sales channels locally and nationally.

Logistics and sales and marketing player Primeline Group has launched a new beverages distribution and brand-building business called Bevella.

Bevella will target the on- trade and off-trade across the island of Ireland.

“The vast independent network that Bevella has access to means the right range can be offered to Irish trade customers for their consumers”

The business will champion new and existing brands, particularly Irish developed alcoholic beverages, in accessing the local market and developing on-trade and off-trade sales channels, where it can be difficult to achieve a national footprint given the challenging route to market.

Bevella will work with top quality innovative beverage brands, seeking out opportunities for compelling Irish and international brands to enter and grow within the Irish marketplace. 

A recipe for success

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

According to Paul McInerney, Bevella director, much time has been invested in hand selecting a compelling local range and assessing trends such as the emergence of tequila in the US and the developing rum categories in the UK. 

“The vast independent network that Bevella has access to means the right range can be offered to Irish trade customers for their consumers”, McInerney says.

Connacht Whiskey Distillery, Blood Monkey Gin and the Muff Liquor Company are among the first key brands to be announced as part of ambitious expansion plans, designed to bring diversity, energy and new consumer experiences to the sector, with many more local and international propositions in discussion.

Primeline has a strong logistics background in the alcoholic drinks market, acting for companies including Molson Coors, Edward Dillon and Heineken and operating a bond out of Ashbourne, County Meath.

Through its Primeline network, Bevella is able to deliver to every town in Ireland and Northern Ireland, every day of the week, giving a real opportunity for market penetration right across Ireland, the business principals maintain.

The vision is to be Ireland’s best independent brand-led distributor, bringing new and exciting brands to customers, while keeping a close eye through international alliances on global trends and emerging alcohol categories.

Five new recruits from across the drinks industry are being appointed to an experienced team at Bevella to work across its branded drinks portfolio with key partners. They will work alongside the established Primeline sales and marketing team of over 30 key account and field-based colleagues.

Main image: Paul McInerney, Bevella director

By John Kennedy (

Published: 21 June 2021