Six of the best in spirits deal

New agreement sees UK firm take on expanded portfolio

Drinks distributor Catalyst Brands has signed an exclusive distribution agreement with global spirits giant Beam Suntory, expanding the firm’s spirits portfolio.

Botella Larios 70cl NUEVA
The agreement, which comes into force tomorrow (April 1), sees Catalyst Brands take on exclusive UK and Northern Ireland distribution for six Beam Suntory brands, including the Sauza family of tequilas, Irish whiskey brands Kilbeggan and Tyrconnell, and DYC whiskey.
Catalyst Brands will also launch Larios gin in the UK on April 1. The premium gin brand is currently available on the continent.
Tequila brand Tres Generaciones will also be distributed by Catalyst Brands as part of the deal.
Chris Jones, brand agency director for Catalyst Brands, said the firm is “excited about the opportunity to work in partnership with Beam Suntory”.
“Our track record of growing established brands such as Campari and Marie Brizard, as well as successfully introducing brands like Aperol and Bottega Gold to the UK consumer means that we are in a great position to accelerate the performance of these brands,” said Jones.
The Sauza, Tyrconnell and Kilbeggan brands were previously distributed by Maxxium UK – a sales, marketing and distribution alliance between Beam Suntory and Edrington.
Jonathan Marsh, of Beam Suntory, said the firm “recognises that the Maxxium business has done an excellent job” in establishing these brands.
“We believe that there is an opportunity to build on these successes by implementing a focused approach to developing these brands further, whilst launching one of the Beam Suntory group’s flagship brands, Larios gin, into the UK,” said Marsh.