With the separation of the promotional and retail activities, it was clear that the activities within Retail had built up a large network in Europe in recent years. BarrelQ alone no longer met the needs of many retailers, so the company started looking for new brands to invest in. Important core values in this regard have always been that there must be brand passionate entrepreneurs, with a good story, beautiful products, and internationally scalable.
Marketing and product development is something the founders of these brands are responsible for and UBG is strong in sales and distribution and arranging production, financing, logistics, and customer service from A to Z. This turned out to be a golden tandem and some beautiful brands have now been added to the portfolio, such as Fornetto, Fervor, and Saus.Guru. This has created a nice portfolio of brands until this day counting. The ultimate goal is to have brands and associated products in all barbecue categories so that we can become Europe’s largest brand house for the BBQ industry.