Lancer rebrands to reflect worldwide presence


Beverage dispensing system manufacturer Lancer Corporation has announced its rebranding as Lancer Worldwide, a move designed to reflect its presence in the global market.

The company has become a global player since it was founded in 1967 in San Antonio, dealing in countries like Australia, New Zealand, Mexico, Russia, and Brazil.

Its rebranding as Lancer Worldwide includes a new logo, positioning and website for the company, which manufactures beverage and ice dispensers, valves, carbonators, syrup pumps, draft systems and more.

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Its clients include soft drink companies, bottlers, equipment distributors, convenience stores, quick serve restaurants and foodservice chains.

In 2006, Lancer was acquired by Hoshizaki Corporation, one of the world’s largest suppliers of commercial kitchen equipment.

Global president EJ Morrow commented: “Lancer’s brand has undergone a significant transformation to better represent the next phase of our growth strategy.

“The new identity had to satisfy all of the existing expectations of what the original mark stands for in the global beverage dispensing marketplace while simultaneously moving the brand forward.

“The addition of ‘worldwide’ to the Lancer name conveys what we have always been, a global company.”

Lancer started 2019 with a similar bang, releasing three new drinks systems at once. See below for more details:

Tags : HoshizakiHoshizaki AmericaHoshizaki CorporationLancerlancer worldwide
Sam Lewis

The author Sam Lewis

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