In February 2019, a unique collaboration between 24 ICE and FLS Company was set up. For the first time in their 25-year history, FLS Company, the company behind the famous brands Flügel, Boswandeling and Rocket Shot, embarked on a Co-Branding partnership.
In 2019, the Frozen Cocktail: Flügel ICE was launched as a result of this Co-Branding.
FLS Company and 24 ICE first met on the 2017th Household fair in the RAI. It was the first time that 24 ICE was present at the 9-days fair. 250.000 enthusiastic women were presented with a new concept in the liquor/drinks industry: Frozen Cocktails with 5% alcohol.
Jesper Gutteling (Co-Founder 24 ICE): “FLS Company was our neighbouring exhibitor at the Household Fair and it didn’t take long before it became clear that we had match in target group. Partly because of this, we immediately clicked with FLS.”
As a result of this first introduction and the match in target group, both parties showed an interest in a potential collaboration for the first time in 2018. Pim Leeflang (Marketing Manager FLS Company): “We liked the premium look of 24 ICE. Partly because of this, we felt that 24 ICE could live up to our plans for cooperation. This allowed the development of the flavours and the design to begin.
By the end of 2018, the perfect recipe for the Flügel cocktail popsicle with 5% alcohol was found and agreement was reached on the design of the packaging with both brand names/logos. Stephan van Dorst (Co-Owner FLS Company) subsequently signed the agreement for this unique collaboration. Stephan van Dorst: “During our meetings, mutual trust began to grow. We noticed that we wanted to go in the same direction and 24 ICE liked our vision about the Flügel brand.”
For 24 ICE this was an important step in the development as a company. Nick van Kampen (Co-Founder 24 ICE): “Within The Netherlands there is not one person who isn’t familiar with the Flügel shot with the yellow cap. Everyone knew it growing up. This collaboration caused a nice boost in the notoriety of 24 ICE.
The Flügel Frozen Cocktail not only looks sleek but also tastes exactly the same as the well-known Flügel shot.
The emergence of the Frozen Cocktails product was a great and innovative way for FLS to get the attention of all Flügel fans during the summer months.
By now the cocktail popsicles are everywhere in liquor stores and pubs in Holland and Belgium during the summer months.
Are you interested in selling Frozen Cocktails, a Co-Branding or Private Label Cooperation? Please contact us.