Collins Launches New Website, Brand Identity

Share Article

New site enhances customers’ online experience

Collins Brothers website

Collins Brothers, LLC, the national leader in non-alcoholic retail bar supplies and liquor accessories announced today the launch of its newly redesigned website. The new website offers a more dynamic and pleasant user experience with enhanced layout and aesthetics, search options and product information. The redesign is part of Collins’ continued transformation under new ownership and management.

Collins’ new website represents a host of real-time solutions to help its retail and wholesale customers better manage their businesses. Store owners, department managers, purchasing managers and brokers now have helpful product, promotion, merchandising and customer service information at their fingertips to expand and improve their non-alcohol mixers, food and accessories offerings in line with current spirits, wine and beer trends.

“The new website relies on the same architecture and design developed for our new 2012 Catalog published in October of last year,” said Shamus Hanlon, President & CEO of Collins. “Our objective with both the catalog and website is to refresh Collins’ brand positioning and corporate identity, while also improving our customers’ shopping experience. The idea was to evolve our site to be a true online store and ecommerce asset and not just a catalog site as before. We feel we’ve done that successfully.” The effort is an integral part of the company’s growth strategy in 2012.

The new site architecture employs open-source Magento, a feature-rich ecommerce platform, affording the scalability and flexibility required for sustained business growth. The new ecommerce site also integrates social media assets and up-to-the-minute news and updates.

“Backed by 78 years in the business, the Collins’ brand is about ‘classic cocktails,’ which is both relevant and timely right now” noted Hanlon. The look and feel of the new website delivers nicely against that positioning.

To explore the site’s new features, please visit
About Collins

Founded in 1934, Collins Brothers is the nation’s leading distributor of non-alcoholic retail bar supplies and liquor accessories. Headquartered just north of downtown Chicago in Evanston, IL, Collins imports, manufactures and distributes over 1,500 products to nearly 14,000 liquor retailers including independent and chain grocery, drug and convenience channels of trade. Collins’ expansive product portfolio includes barware, cocktail mixers, food items as well as a host of other beverage alcohol-related categories. Since 1934, “Everything for Liquor Retail Except the Liquor.”

Keep in touch with Collins on Facebook, Twitter or LinkedIn.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Kip O'Shaughnessy
Visit website