Primeline Group were proud to support the long-awaited Ashbourne Lions Club Clann Ceoil with Phil Coulter on 30th March 2022.

The 15th March 2022 saw the Primeline Group take home two of only eleven HR Champion Awards at it's award ceremony for 2022.

This year's judges were so impressed with the innovative, down to earth and practical experiential learning experience of our Forward Thinking Leaders Programme we won the category for Champion Leadership Programme 2022. In recognition of being a HR Leader who embodies the spirit of the HR Champion initiative the judges choice for HR Champion of the Year 2022 was our very own HR Director, Nikki Mullin.
Described as a HR professional who is empathic, authentic and caring, who listens to and acts on feedback, who believes in their organisation's values and purpose and finds new and innovate ways to engage and develop their organisation's employees we couldn't be prouder of Nikki.

This month, YR Habanero Spicy Relish took home bronze at this year’s Irish Quality Food and Drink Awards (IQFDA).

The annual event was held virtually on November 23rd with top brands competing for the coveted awards. The IQFDAs recognise and celebrate the best in retail, wholesale and foodservice food and drink products available in Ireland. 2021 was an incredibly strong year for entries across all categories, once again testifying to the outstanding quality and innovation present in the Irish food and drink industry. YR was delighted to win a bronze IQFDA for it’s newly launched YR Habanero Spicy Relish. From the iconic household brand YR, the Habanero Spicy Relish is brimming with Mexican inspired passion and flair this rich, fruity habanero relish brings any dish to life. A generous combination of ripe, spicy habanero chilli, red pepper, onion, pineapple and a burst of sunshine. Delicious as a condiment for burgers, sandwiches, salads and amazing as a dip with tortilla crisps, to spice up a party or a night in, especially for Christmas festivities. Once you taste it, YR hooked! This year along with the Habanero Spicy Relish, YR launched two other relishes in the range - YR Original Tomato Relish, YR Balsamic Red Onion Relish which now sit proudly alongside and the family favourite since 1837, YR Spicy Brown Sauce.

Primeline Group are pleased to announce that we have achieved BRCGS accreditation. (Brand Reputation Compliance Global Standard)

BRCGS is the Gold Standard in terms of food safety auditing. Primeline are delighted that the commitment by all colleagues has been recognised on a global platform. 700,000 sq ft of warehousing space and all supporting functions were audited to make this a reality. An incredible achievement by all involved, forward thinking at its best! Primeline Group now have a formalised approach to CSR (Corporate Social Responsibility). Some of the areas that we'll be reviewing are: how we collect and handle our waste, refresh of staff areas, picnic benches/outdoor dining and our impact on the local community. Together we can make a big impact on the environment, the local community and make Primeline a great place to work. Forward thinking, always.

Primeline Group, Ireland's largest independent provider of logistics, sales and marketing services, has launched Bevella, an alcoholic beverages distribution and brand-building business to service the on and off trade on the island of Ireland.

The business will champion new and existing brands 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 is a new and adventurous offspring of Primeline Group, and will work with innovative Irish and international brands seeking opportunity to enter and grow within the Irish marketplace. The vision is to be Ireland's leading 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. 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, 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, Two Stacks Whiskey, Xoriguer Mahón Gin and Donegal’s Muff Liquor Company portfolio are among the first key brands announced as part of the Bevella offering. Designed to bring diversity, energy and new consumer experiences to the sector, there are a substantial number of additional local and international propositions currently 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. 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 & Marketing team of over 30 key account and field-based colleagues. Paul McInerney joined the Primeline business in early 2019 and most recently took on the role of Director of Brands and Marketing across Primeline Sales & Marketing. He will retain this responsibility alongside the Bevella role. Speaking of the Bevella launch, Paul McInerney, said; “In Primeline we have an amazing logistics, customer service and brand management business already servicing the on and off trade for leading brands. It makes perfect sense to use this scale to offer brands a genuine alternative to achieve national distribution, and to credibly speak to all customers, large and small. "We will use our international relationships to give Irish brands the opportunity to develop markets through our international partner network, which is reciprocal. We can both choose from a menu of great brands for the Irish market, as well as getting our Irish based brands onto international menus." At Bevella, as the tag line suggests, the business is embarking on an adventure, McInerney adds. "Premium beverages is about choice, discovery, provenance, enjoyment and exciting options for the Irish consumer to enjoy good times responsibly. Our knowledge and precision sees us study customer trends and analyse gaps in the market so that, with the brand principals, we can deliver brand awareness, consumer trial and trade profitability." Welcoming the new business division, Sean McNaughten, Managing Director of Primeline Sales and Marketing, said Bevella was specifically created to build exciting and differentiated beverage brands in the Irish market, bringing diversity, opportunity and new experiences to the sector as it emerges from the challenges of lockdown. McNaughten has a strong background in the drinks industry, having worked for multinational companies including Heineken, where he most recently had responsibility for the brand’s Global Duty Free and European Export from Amsterdam. "The passion and expertise of the team at Bevella is outstanding and is based on three robust pillars that are understanding consumer trends and identifying tactical brand openings; partnering and planning with brand custodians; and developing reliable, supportive, interdependent relationships with retailers and publicans alike", Sean McNaughten commented.

Wellness trend boosts SynerChi, DEFIANT and NOCCO brands
Lockdown living is growing demand for healthier options, with people concerned about physical and mental wellbeing. The New Year health kick is also driving the healthy beverages sector, the company's figures show.

Primeline Sales & Marketing agreed distribution and marketing deals with two Irish-owned emerging brands in the functional beverages sector, Defiant water and SynerChi kombucha and the Swedish NOCCO range from the exercise-oriented No Carbs Company.

SynerChi, a flavoured kombucha drink focused on gut health and wellness. It is produced in Gweedore in Donegal and offers the health benefits of live cultures, as well as being low-calorie, organic, and naturally free from dairy, gluten and soy.
Raymond Coyle of Largo Foods renown is the investor behind the successful new natural health drink from Ireland's first ever kombucha brewery.

DEFIANT water, a new 7-times filtered still water offering, aiming to create a millennial lifestyle brand to disrupt the bottled water category.
Striking brand identity and design gives the new product shelf-appeal, while a marketing campaign focuses on the 'bad stuff' in existing water choices and the proven health benefits of the brand's purified water alternative.

Dublin Department Store opens Ireland's First Dedicated Makeup Counter for Men

As the potential to socialise safely once again emerges, the men of Ireland could be swapping the house paint of lockdown for some subtle War Paint any day now!

War Paint - makeup for men, designed by men - has launched the brand onto the Irish market, stocking exclusively on Arnotts and Brown Thomas online. The Dublin retailer becomes the first Irish department store to launch a makeup section specifically designed for men. The War Paint brand is partnered with Primeline Sales and Marketing Health and Beauty division.

War Paint for Men offers a range of tinted moisturisers, foundations, bronzers and makeup tools to suit every man's makeover needs. Produced in the UK, the makeup products are cruelty free and vegan and, the creators say, are designed specifically for sensitive male skin.

Prices for makeup tools start from €6.00, with makeup products starting from €18.00.

Since launching in 2018, War Paint has received phenomenal attention and attracted a diverse customer base of all ages. It was the first men's makeup brand to have fully stocked men's makeup counters in major UK retailers including John Lewis, Mr Porter and Harvey Nichols.

The business was founded by Danny Gray and born out of his personal experience of being bullied about his acne as a teenager, an experience which led to his developing Body Dysmorphic Disorder aged 14. It was then that he discovered makeup gave him a much-needed confidence boost, although he felt awkward and embarrassed when approaching makeup counters. So the seed was sown to create a makeup brand designed for, and targeted at, men.

The business generated revenues of over £500,000 in year one alone and has now sold more than 70,000 units worldwide in almost 77 countries. War Paint for Men is currently in the process of launching an inflight sales partnership with Virgin Atlantic.

Last month, True, a European retail and consumer specialist investor, led an investment of over £1 million into the men's makeup brand, along with Redrice Ventures and other angel investors.

In 2018, after appearing on the BBC's Dragons' Den, Danny Gray secured investment from Peter Jones and Tej Lalvani and was cited as the most successful show applicant ever. War Paint for Men sold over £50,000 worth of product over night and was inundated with Twitter users and brand fans emailing their experiences, echoing Gray's own confidence issues.


Overhauling Stigma

Welcoming its Irish market launch this week, founder Danny Gray says the business mission is to overhaul the stigma attached to men's makeup.

"War Paint for Men has a goal to the break the stigma that makeup is effeminate, and to make it accepted that men wear makeup too. We want men to feel confident in their own skin, as we take War Paint to the next level and strive to be the global leader in the men's makeup space".

Cosmetics for men is the emerging disruptor in the global multi-billion beauty industry, as companies target this new and different consumer to expand its massive market.

Currently, the men's makeup market is valued at GBP1.14 billion in the UK, and is predicted to grow five times in as many years. Global figures see men's makeup becoming a €60 billion market, with one in four men expected to be wearing it by 2023.

High-end brands like Tom Ford have been in the men's makeup space for a number of years, and in 2018 Chanel launched its first made-for-men skincare and cosmetics line known as 'Boy De Chanel'. The newer mainstream brands like War Paint, Benny Hancock, Mankind and Formen, catering exclusively for men, are expected to drive significant growth, with price points more suited to a younger market.

Matt Lumb, CEO of War Paint, says there is tremendous belief in the brand.

"Across customers, retailers and investors, War Paint is a relatable brand that is practically category defining. The brand and business is ideally positioned to drive growth in the men's makeup market due to its customer centric positioning, digital-first business model and high quality range."

The male appetite for personal-care product has dramatically evolved beyond traditional grooming items, like deodorants, it seems, to anti-aging skincare and dedicated makeup.

While the reality is that men have been wearing makeup for years, raiding a girlfriend's or sister's makeup bag for spot cream, the new targeted brands are driving a conversation that is taking male makeup a lot more mainstream.

The Primeline Group are delighted to announce our new partnership with the Colgate Palmolive Group, whereby we will represent their brand portfolio in Ireland from a sales, merchandising and supply chain perspective.

The Colgate Palmolive portfolio is world class and includes brand leaders such as Colgate, Palmolive & Sanex.

Our team will bring their expertise in the multiple, convenience & pharmacy channels to this portfolio, ensuring these brands continue to grow successfully in this market.