How A Brand New Day keeps dozens of brands, on-brand
An Aperol Spritz on a sunny afternoon on the terrace. An Apenshot at a shots bar. A Jack Daniel’s at the bar of your local pub. Three very different moments, three very different brands, and yet one company making all of them visible across Dutch hospitality: A Brand New Day.
A Brand New Day is an independent drinks distributor based in Breda, and one of the top five players in imported spirits in the Netherlands. Its portfolio runs deep, from Jack Daniel’s and Campari to Woodford Reserve, The Dalmore and White Claw. Every brand has its own story, its own audience and its own place in the on-trade. What they share: they all live under the same headquarters rooftop.
Six concepts, six worlds
A Brand New Day organises its portfolio into six concepts, each with its own rhythm in hospitality. Borrel& owns the aperitivo moment. Red Carpet lives behind premium cocktail bars. Party mainly belongs to shots. Alcohol-Free Enjoyment rides the no- and low-alcohol wave. And two dedicated concepts sit around Jack Daniel’s and the wider whisky portfolio. Six worlds that don’t overlap, and that’s exactly the point. Each concept talks to a different audience, in a different setting, at a different moment of the day.
That diversity is A Brand New Day’s strength, but also its challenge. How do you keep Aperol Spritz feeling like an Italian summer across hundreds of terraces, while Jack Daniel’s holds on to its own character at the bar? And how do you pull all of that off without your marketing team drowning in design, print and logistics?
From portfolio to menu
Menuez has been working with A Brand New Day since November 2017. Over those eight-plus years we’ve built a Brand Management Platform shaped around the way A Brand New Day actually operates. Field reps order menus, drinks lists and point-of-sale materials per brand, per concept and per location. Some off-the-shelf, most tailored to the individual operator. Menuez handles the design, the copy checks, the sustainable production and the delivery to the door.
Each brand’s identity stays intact throughout. Aperol Spritz stays Aperol Spritz, whether the menu is going to a beach club on the coast or a grand café in the city. Field reps keep a grip on their brand, operators keep room for their own offer and pricing, and the brand lands exactly where the guest decides what to order. That moment on the menu is rarely incidental. Menu visibility lifts sales by at least 20% on average.
Menus are only part of the story. Menuez also takes care of printing and delivery for the rest: iconic glassware, table tents, bar mats, shot wheels, parasols and digital narrowcasting. One platform, one way of working, and dozens of brands that each stay true to themselves.
Broad portfolio, guaranteed brand recognition
What the A Brand New Day partnership proves is simple. A broad portfolio doesn’t have to dilute brand recognition. If anything, it sharpens it. Brand guardianship is baked into the platform: every piece of collateral is checked against brand guidelines before it goes out, whether Menuez designs it or the operator uploads their own. Every brand in the A Brand New Day portfolio shows up the way it’s meant to, everywhere. And field reps get the time and space for what they actually do best: building relationships with hospitality operators, activating at location level, and driving the ‘bar call’ that A Brand New Day is built around.
For other distributors and brands juggling multiple products, that story will ring a bell. Every partner comes with its own identity, its own campaigns, its own quality standards. And still they need to sit side by side in the same market, sometimes even on the same bar. Menuez takes that complexity off your plate behind the scenes, so the work out front gets easier, and sharper.
Curious how Menuez could do the same for your brand or portfolio? Get in touch. We love to show you what the Brand Management Platform can do for your organisation.