Newmarket-based licensed trade wholesaler Cambridge Beers re-launched itself as DrinxDirect on Monday (14 May).
Managing director Michael Harper said the wholesaler – founded in 1991 and now East Anglia’s leading independent drinks wholesaler – had decided to refocus its approach to respond to changing consumer tastes.
“More specialist brands such as Adnams and Aspall have been introduced, as well as more than 100 cask ales each month, including locally brewed ‘champions’,” he said. “The word ‘direct’ is at the heart of our philosophy, and the change of name reflects our focus on this.
“DrinxDirect now offers a complete ‘one stop shop’ service for outside bar and beer festivals and will also be launching a training programme for our clients which will include courses in bar and cellar management, marketing and business management.
“By making life straightforward for our customers, we believe we can significantly increase our market penetration. We aim to be the first choice for all bar products and services in our region,” said Harper.