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East Imperial announces London listing

written by Bella Palmer

The premium mixer brand has also placed 30 million shares at 10p per share to finance future growth plans, raising £3 million in new funds

New Zealand’s premium mixer brand East Imperial has announced it is listing on the London Stock Exchange (LSE) in a move to bolster its global presence.

East Imperial has successfully listed with a market value of £30 million, via a reverse takeover of shell company Bermele PLC. The brand has also placed 30 million shares at 10p per share to finance future growth plans, raising £3 million in new funds.

This listing is a significant milestone for the company as it works towards becoming global leaders in the premium mixer category.

In 2019, East Imperial was recognised as the 3rd Top Trending Brand and 3rd Top Selling Tonic Water Brand on a global scale, as voted by the World’s Top 50 Bars and over 100 bar figures, according to East Imperial founder and chief executive Tony Burt.

It’s quite the milestone to get to this stage of our growth ambitions, Burt said. The team has done an incredible job and the support we’ve had from all New Zealanders over the past five years or so has really laid the foundation for the next chapter in our story.

We’re all tremendously proud and excited to be waving the New Zealand flag on the global stage, he said.

The company plans to use the funds raised to expand and capitalise on the growing global trend of premiumisation in the on-trade, off-trade and fulfilling the increasing demand for global direct to consumer.

Other key growth drivers include building sales teams in the US and China, creating a pipeline of new product innovations and continued partnerships with world-leading spirit brands.

East Imperial is sold throughout APAC, US and EMEA, and its primary customer base includes high-end bars and restaurants and five-star hotels. The company also recently returned to the Australian retail market, with selected products sold nationwide throughout Dan Murphy’s stores.


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