Spirits brands switch UK distributor

20 August, 2010

Three spirits brands formerly owned by C&C have switched their UK distribution from Maxxium to First Drinks.

Tullamore Dew Irish whiskey, Carolans cream liqueur and Irish Mist whiskey liqueur will make the move in September following William Grant’s acquisition of C&C’s spirits and liqueurs business last month.

Chris Mason, managing director of First Drinks, a subsidiary of Grant’s, said: “It makes sense for us to assume control of these brands in the UK.

“They have been successfully developed by Maxxium UK and we are taking them on in great shape.

“We are confident that by using our brand-building expertise, we can accelerate the success and growth of Tullamore Dew, Carolans and Irish Mist.”?Brand activity plans will be announced “in due course”, the company said.

Maxxium UK managing director Huw Pennell said: “It was inevitable that at some point these brands would move to First Drinks, but it now enables us to give greater focus to our own premium portfolio strategy.”?Carolans off-trade sales rose 10% in the year to June 12, according to Nielsen data, but the brand’s £3 million sales are dwarfed by those of market leader Baileys, with £92 million.

The brands join a First Drinks line-up including Glenfiddich, Russian Standard, Remy Martin and Mount Gay rum.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter