Scottish MarTech firm hyble launches new tech platform and strikes game-changing deal with $25bn US Wine and Spirit Distributor

Craig Letton

HIGH-growth marketing technology company hyble is a ground-breaking platform used by global drinks brands to help them streamline and regulate their printed marketing assets and reduce waste. The company’s newest client is one of hyble’s biggest yet; as they have secured a deal with Southern Glazers, the largest wine and spirits distributor in the USA, to be it’s North American marketing technology and printing partner. 

hyble, whose clients include leading global drinks brands such as Molson Coors, Pernod Ricard, Bacardi and Diageo, is disrupting the traditional methods of trade marketing in the Alcoholic Beverage Market through its unique combination of technology, cloud-printing and enterprise services.

Replacing slow and inefficient manual systems and processes hyble’s technology enables salespeople to quickly and easily support their customers with marketing materials that are customized for their local market while also ensuring compliance with brand guidelines and local legal regulations.

Materials are produced on-demand and delivered within 3-5 days through a global network of vetted cloud printers. This innovative printing approach empowers brands to print only what they need, when they need it thereby significantly reducing waste.

This significant collaboration propels hyble into 50 global markets and marks a turning point for the Scottish scale up as it now expands its team across the US and Europe to service demand for their product. 

The company is a a Scottish success story as it was founded by CEO Craig Letton, who took over the family printing business in 2012 and transformed it into a global player. Craig has been recognised for his achievements, being a finalist for awards like Scale-Up Entrepreneur of the YearGreat British Entrepreneur of the Year and EY Entrepreneur of the Year Award 2023, since leaving the University of Aberdeen with a first-class honours degree in Management & Finance.

Craig Letton commented: “We are excited to introduce hyble, which is set to revolutionize the way drinks brands approach point-of-sale marketing. Used by the industry leaders, hyble is a scalable technology platform that enhances efficiency, reduces waste, and makes lives easier for sales consultants in the beverage industry.”

Mark Chaplin, Senior Vice President at Southern Glazer’s Wine & Spirits, added: “With hyble’s relationship with SGWS, our sales teams will have access to cutting edge technology that provides best-in-class support services and a more sustainable POS supply chain to our customers and supplier partners.  hyble’s industry-leading technology and cloud printing model will provide our sales consultants with superior capabilities that will add more value for our customers and suppliers by providing greater speed to market, increased compliance, and increased efficiency.”

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