Scotch & Soda is getting a chance to write a new chapter. On Monday 27 March, US brand management company Bluestar Alliance announced that it is taking over the brand and relaunching it. What the plans are for Scotch & Soda under the new owner is not yet known, but we can take a look at Bluestar Alliance’s strategy to see if potential hints can be found here.

Bluestar Alliance describes itself as a management company that ‘manages and markets consumer brands between luxury and mass market’, according to the website of the brand-new owner of Scotch & Soda. The basis of the company is ‘managing, restoring, acquiring and upgrading a brand’. Bluestar not only owns a dozen brands, it also has hundreds of licences. The brands found in its own portfolio are also further distributed through licences in various parts of the world. This could hint that Scotch & Soda will also jet out on the licensing front under the wings of Bluestar Alliance.