Boomsma

When this sixth-generation family-owned distillery in Holland sought to resuscitate its lackluster U.S. business, Boomsma called on us to be their U.S. arm and steward the transition to a new importer.

Situation

In 2013, this sixth-generation craft distillery in Holland was mired in stagnant year-over-year growth in the U.S. market with their line of artisinal genevers, as the mixology movement here was building at full throttle. From our vantage point, we saw an authentic premium spirits brand with real potential held up by a small importer focused on other matters.

Opportunity

If Boomsma’s importer issue were resolved by assigning the brand to a more engaged partner (with the right relationships, of course), the company with its vast portfolio would find greener pastures almost overnight. The market was booming from the re-discovery of old world spirits, and Boomsma was sitting on a deep and dynamic portfolio anchored by its premium genevers. To address the opportunity, the Boomsma family tapped us to migrate the brand to a new importer and lead the charge in the U.S. as their partner in a newly formed joint venture, Boomsma USA.

Key Results

  • Transitioned business to new importer, The Winebow Group, starting with Boomsma’s genever items;
  • Supported Winebow in securing distribution with 20 new partners coast-to-coast while stewarding compliance, packaging refinements and inventory management throughout the transition,
  • Re-launched the Boomsma brand in NYC at The Dead Rabbit, nationally acclaimed account honored with Tales of the Cocktail Spirited Award for Best American Cocktail Bar in 2014.
  • Garnered extensive trade and consumer media attention nationally;
  • Almost tripled annual run-rate (in volume) over trailing 12-month period;
  • Launched first new Boomsma item in the US in ten years in Fall 2015.

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