A Brand New Day

What A Brand New Day does

A Brand New Day Drinks Company B.V. (ABND) is a 100% independent Dutch spirits importer and brand-building company headquartered in Breda, Netherlands. The company serves as the official Dutch-market importer and marketing organization for a portfolio of 50+ international spirits and beverage brands, including major global names such as Jack Daniel's, Aperol, Campari, Woodford Reserve, Grand Marnier, The Dalmore, Appleton, and Herradura, alongside niche brands across whiskey, gin, rum, tequila, liqueurs, bitters, and the growing non-alcoholic segment via its Lekker Fris subsidiary.

The company operates through three primary channels — Horeca (on-trade hospitality), Retail (supermarkets and liquor stores), and Events (festivals and experiential activations) — anchored by a sales-led go-to-market model with regional and key account managers. Rather than functioning as a pure distributor, ABND positions itself as a brand builder, deploying proprietary marketing concepts (Brand Builders, Party, Borrel&, Red Carpet, Next Gen Whisky, Alcoholvrij Genieten) to create 'bar calls' in horeca and 'brand calls' in retail. Logistics, warehousing, and physical distribution are outsourced to BSB (Beer & Selected Beverages) in Etten-Leur, allowing ABND to concentrate resources on marketing, sales, and activation.

ABND generates revenue primarily through import-to-distribution margins on its spirits portfolio across the Dutch market. Pricing is not publicly disclosed and operates on B2B terms negotiated with trade partners, retailers, and hospitality accounts. The company was co-founded by Ruud Goesten and Carlo van Overveld and is led by a management team including Managing Director Bob Valentijn, Marketing Director Harold Heesakkers, Sales Director Kim Verschuren, and Finance Director Joris Jaspar. The company collaborates with STIVA on responsible alcohol consumption messaging and maintains an active presence at major Dutch festivals including Pinkpop, Paaspop, Bospop, Solar, and Best Kept Secret.

Name

A Brand New Day

Legal name

A Brand New Day Drinks Company B.V.

Website

https://abrandnewday.nl

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

A Brand New Day is an independent Dutch spirits importer and brand builder that markets and distributes a portfolio of 50+ international spirits brands across the Netherlands through Horeca, Retail, and Events channels, with logistics outsourced to BSB.

Ownership category

akta.pro rank

Product category

Spirits Import, Distribution & Brand Marketing

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

Keywords

• Spirits import distribution
• Brand activation services
• Beverage brand management
• Horeca wholesale
• Premium spirits portfolio

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Supply Chain, Operations, Infrastructure

Revenue model

1. Spirits Import & Distribution: A Brand New Day imports international spirits brands and distributes them across the Dutch market via horeca (on-trade), retail, and events channels. The company functions as an official importer for numerous brands, generating revenue through the margin between import costs and sales to distributors, retailers, and hospitality venues.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

A Brand New Day is a 100% independent Dutch spirits company that imports, markets, and sells a portfolio of 50+ international beverage brands (whisky, gin, rum, tequila, liqueurs, bitters, vodka, grappa, sangria, RTDs, non-alcoholic) to the Dutch market through three channels: horeca (on-trade), retail (off-trade), and events. Its differentiator is "Brand Builders" — a sales-led activation service using proprietary themed concepts (Party, Borrel&, Red Carpet, Next Gen Whisky, Alcoholvrij Genieten) and dedicated regional account teams to create "bar calls" and "brand calls" rather than simply distributing product. Logistics are outsourced to BSB.

Product overview

A Brand New Day is a 100% independent Dutch spirits company acting as importer and brand marketing organization for international alcoholic beverage brands in the Netherlands. The company operates a multi-module offering: (1) A diverse portfolio of 50+ spirits brands spanning Whiskey/Bourbon (Woodford Reserve, Jack Daniel's, Jura, The Dalmore), Gin (Gin Mare, Bobby's Dry Gin, Fords Gin), Tequila (el Jimador, Herradura), Rum (Diplomático, Appleton, Angostura), Liqueurs (Campari, Aperol, Grand Marnier, Chambord, Frangelico), Bitters (Crodino, Angostura Bitters, Cynar), Grappa (Julia), and Non-alcoholic options (Lyre's, Crodino); (2) Specialized marketing concepts including Brand Builders (core activation service), Party Concept (celebration brands bundle), Borrel& Concept (aperitivo moment), Red Carpet Concept (bartender platform), and Next Gen Whisky Concept (millennial whisky focus); (3) Distribution channels across Horeca (on-trade), Events, and Retail. The company also operates Lekker Fris as a separate entity for non-alcoholic beverages. Products are distributed through a dedicated sales team with regional account managers covering the Dutch market.

Differentiator

Problem solved

Functional benefit

Brands

• Lekker Fris: Non-alcoholic drinks brand operated as a fresher, lighter sister brand of ABND, focused on the alcohol-free segment.

Products and services

• Brand Builders Service Core brand-building and marketing service that creates 'brand fans' for the company's portfolio brands across horeca, retail, and events channels in the Netherlands. Includes multi-channel activation, tailor-made items for horeca, promotional teams, and creative event concepts.
• Party Concept Overarching party marketing concept bundling celebration brands including Sonnema, Berentzen ApfelKorn, Puschkin, Safari, Luxardo Sambuca, Zure Mattie and Apenshot for high-energy party moments.
• Borrel& Concept Mediterranean Aperitivo concept featuring Aperol Spritz, Luxardo Limoncello, Campari, and Crodino, aimed at the Dutch borrel (social get-together) occasion.
• Red Carpet Concept Bartender-focused platform featuring high-end cocktail ingredients including Grand Marnier, Fernet Branca, Angostura Rum, Luxardo Limoncello, and associated bartender training programs.
• Next Gen Whisky Concept Next-generation whisky portfolio aimed at millennials and trendsetters, featuring Jura, Benriach, GlenDronach, Dalmore, Tamnavulin, Fettercairn, Glenglassaugh, and Finlaggan.
• Alcoholvrij Genieten Concept Alcohol-free enjoyment concept capitalizing on the growing non-alcoholic trend in Dutch social drinking occasions.
• Lekker Fris Non-Alcoholic Beverages Sibling company within the ABND group focusing on the non-alcoholic / functional beverages segment under the 'fris zusje' (fresh sister) brand of ABND.
• International Spirits Brand Portfolio (Whisky / Bourbon) Whisky and bourbon brands distributed and activated in the Netherlands, including Woodford Reserve (premium bourbon), Jack Daniel's (Tennessee whiskey), Jura, The Glendronach, The Dalmore, Benriach, Tamnavulin, Finlaggan, Ardnahoe, Fettercairn, Glenglassaugh, Nikka, Tenjaku, and Ardnahoe. Sold B2B to horeca, retail, and events channels.
• International Spirits Brand Portfolio (Gin) Gin brands distributed in the Netherlands, including Gin Mare (Mediterranean gin), Bobby's Dry Gin (Dutch gin), and Fords Gin (London dry gin designed for cocktails).
• International Spirits Brand Portfolio (Tequila / Mezcal) Tequila and mezcal brands distributed in the Netherlands, including el Jimador, Herradura (Plata and Reposado), Pueblo Tequila, Tecán, and Montelobos mezcal.
• International Spirits Brand Portfolio (Rum / Cachaça) Rum and cachaça brands distributed in the Netherlands, including Diplomático (Venezuelan), Appleton Estate (Jamaican, Signature and Reserve blends), Angostura Rum range (3yo, 5yo, 7yo, 1919, 1824, 1787), Stroh (Austrian), and Cachaça 51 (Brazilian).
• International Spirits Brand Portfolio (Vodka / Genever / Grappa) Vodka, genever, and grappa brands distributed in the Netherlands, including Puschkin, Finlandia, Zoladkowa, Old Duff Genever (Dutch genever from Schiedam), and Julia Grappa (Invecchiata and Superiore).
• International Spirits Brand Portfolio (Bitter / Aperitif / Amaro) Bitter, aperitif, and amaro brands distributed in the Netherlands, including Campari, Aperol, Crodino (non-alcoholic aperitif), Angostura Bitters, Fernet Branca, Averna, Cynar, Antica Formula (vermouth), and Ancho Reyes (chili liqueur).
• International Spirits Brand Portfolio (Liqueurs / Specialty) Liqueur, specialty, and ready-to-drink brands distributed in the Netherlands, including Grand Marnier, Luxardo Sambuca, Luxardo Limoncello, Luxardo Maraschino, Luxardo Sangue Morlacco, Luxardo Maraschino Cherries, Berentzen ApfelKorn, Southern Comfort, Licor Beirão, Safari, Lolea sangria, Frangelico, Mr Black coffee liqueur, Caffe Borghetti, Cointreau-tier Chambord, Gozio Amaretto, Sheridan's, Ouzo 12, Weekend Cocktails, Jartails, Buzzballz, Campari Soda, Appleton Estate, Monin syrups, Lyre's non-alcoholic spirits, and Aperol Spritz RTS.
• Horeca (On-Trade) Distribution Channel On-trade sales channel with dedicated regional account managers activating brands in bars, clubs, restaurants, and cafes across the Netherlands.
• Events Distribution Channel Event activation channel with branded installations and promotional teams at Dutch festivals such as Pinkpop, Paaspop, Bospop, Solar, and Best Kept Secret.
• Retail (Off-Trade) Distribution Channel Off-trade channel covering Dutch supermarkets and liquor stores with key account managers providing assortment advice, promotional activities, and display activations.

Quantifiable outcome

• Jack Daniel's has been one of the growth drivers in the Dutch whisky segment for years
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• BSB (Beer & Selected Beverages)coreOthersBSB (Beer & Selected Beverages) is the logistics partner for A Brand New Day, based in Etten-Leur, Netherlands. While A Brand New Day focuses entirely on marketing and sales (brand building), BSB handles all logistics, warehousing, and distribution fulfillment. This partnership allows the company to concentrate on its core competency of brand building without investing in logistics infrastructure.
• STIVAminorStrategic or Co-development PartnerA Brand New Day collaborates with STIVA (Stichting Verantwoorde Alcoholconsumptie), the Dutch foundation for responsible alcohol consumption. This reflects the company's commitment to responsible drinking messaging as part of its 'Thinking about drinking' philosophy, acknowledging the importance of consumer safety and regulatory compliance in the alcohol industry.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bacardi Limited: Privately-held global spirits group with comparable multi-brand portfolio and selective market-by-market distribution strategy.
• Brown-Forman Corporation: US-listed global spirits owner of Jack Daniel's and Woodford Reserve — two anchor brands in ABND's portfolio. Relevant as a brand owner whose distribution choices directly affect ABND's revenue.
• Campari Group: Global spirits owner of Aperol, Campari, Grand Marnier, Appleton, and other ABND portfolio brands. Comparable as a multi-brand premium spirits portfolio operator with significant Dutch-market exposure through ABND.
• Diageo: World's largest spirits company with a comparable portfolio breadth and premiumization strategy. Relevant for benchmarking scale of brand-building investment and distribution economics.
• Pernod Ricard: Global premium spirits group operating multi-brand portfolio across on-trade and off-trade channels. Comparable brand portfolio and channel strategy.
• Edrington: Privately-held premium spirits owner of The Dalmore, Jura, and The GlenDronach — all in ABND's portfolio. Direct counterparty relationship as a key brand owner.
• Rémy Cointreau: Premium spirits group with cognac, liqueur, and single malt focus. Comparable premium portfolio strategy and selective on-trade activation approach.

Direct peers

• Halewood International: Independent UK-based spirits company that builds, acquires, and distributes brands. Closest comparable independent peer — similar scale, similar brand-building + distribution model, similar multi-market footprint.

Regional players

• Stock Spirits Group: Central European branded spirits company with similar portfolio + distribution model, primarily serving Poland, Czechia, Slovakia, and Italy. Useful regional comparable for European spirits distribution economics.
• Mast-Jägermeister SE: German privately-held spirits company with a comparable single-country European focus, premium spirits portfolio, and brand-building-led GTM. Relevant peer for German-speaking/DACH and Benelux market dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/a-brand-new-day
• Instagraminstagram.com/abnddrinks

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about A Brand New Day