Cellar Trends picks up distribution from failed Fior Brands

29 June, 2007

Fior Brands, the joint distribution venture set up by Campari International and ­Morrison Bowmore Distillers, is

folding and transferring its brands to independent distributor Cellar Trends.

The move will bring major spirits labels including Campari, Bowmore Islay Single Malt, Cinzano and Skyy Vodka into Cellar Trends' portfolio by July 16. Negotiations are also under way with Marnier-­Lapostolle to distribute Grand Marnier.

Stirling-based Fior Brands was established in 2002 as 50/50 partnership. Other brands affected by the change include Campari's Glen Grant and Aperol, and Suntory-owned Morrison Bowmore's Auchentoshan single malt, Suntory ­whiskies and Midori liqueur.

Morrison Bowmore chief executive Mike Keiller said Fior Brands had never acquired the scale needed to make a big enough impression on the UK market.

"We always struggled with the scale of our business

- the size of the revenues that business could generate versus the cost of running it," he said. "We couldn't afford with Fior Brands to increase the size of the business."

Fior Brands currently employs about 20 people in marketing, sales and back office functions.

Keiller said he believed there might be up to 10 vacancies in the expanded Cellar Trends operation, but that Cellar Trends would make decisions about the current Fior workforce .

Founded in 1999, Cellar Trends' portfolio includes Luxardo Sambuca, Jägermeister and Bodegas Faustino.

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