Australian apéritif brand Rhubi Mistelle will move forward on major expansion plans after bringing onboard new investors and advisors, including former Vanguard founder James France and industry figure John Gakaru.
France has joined Rhubi as an investor and advisor following his departure from Vanguard Luxury Brands, which had subsequently been sold to Lion. France brings knowledge as a leading importer, marketer and distributor of premium spirits and will assist in shaping Rhubi’s future.
France said Rhubi was a brand with ‘outstanding’ credentials and provenance.
“It perfectly addresses the spritz occasion with a liquid that is less sweet and more versatile than many others in the category. Its colour and packaging draw the consumer in, while the taste and ease of the two-step perfect spritz keep them there. I’m really excited to be working with the Rhubi team to help fulfil this great brand’s potential,” said France.
Gakuru brings decades of global experience, ranging from distribution, brand advocacy, activations and brand growth, and will assist Rhubi to gain traction with consumers and trade, as well as forging international relationships.
Gakuru said there were few things more exciting than bringing new and exciting brands to the market.
“Rhubi represents a unique flavour and usage opportunity that we strongly believe will carve out a wonderful space on the back bars and drinks menus, home bars and store shelves of the discerning. A long forgotten category, brought back to life in stunning fashion,” said Gakaru.
Rhubi brand director Linn Philips-Johansson, said the brand was ‘just getting started’ taking on the aperitivo segment of the Australian market.
“With innovation and creativity at the forefront, we aim to offer consumers and trade - both nationally and internationally - an alternative to old school and passé apéritifs. The onboarding of James France and John Gakuru is in-line with our strategy to work with the industry’s best, utilising our network to prepare Rhubi for the global market. We are delighted to welcome these veterans to the business - each of them bringing unique skills and knowledge to the table,” said Philips-Johansson.
The founding team behind Rhubi Mistelle consists of Australian bartenders and industry professionals Evan Stroeve, Tim Philips-Johansson and David Hobbs. The team launched the brand with strong directions from co-founders and brand specialists Frank Bethel and Will Miles (the team behind Grown Spirits) and support from hybrid creative PR, social media and content agency Poem Group.
To drive and increase the brand’s visibility across leading trade accounts in Australia, Rhubi is actively looking to grow their team further and is now on the hunt for a part-time Brand Ambassador in NSW or VIC to drive and nurture both existing and new trade relationships.
