New brands for First Drinks

09 August, 2010

First Drinks has announced today (August 9) it will be taking over the distribution of Tullamore Dew Irish Whiskey, Carolans cream liqueur and Irish Mist whiskey liqueur in the UK.

The news follows the William Grant acquisition of the C&C Group’s spirits and liqueurs business last month.

Chris Mason, managing director of First Drinks, said: “We’re extremely excited to be adding Tullamore Dew, Carolans and Irish Mist to the First Drinks portfolio. As part of William Grant, it makes sense for us to assume control of these brands in the UK. Prior to the acquisition by William Grants these brands have been successfully developed by Maxxium UK and we are taking them on in great shape.

The new brands will officially be incorporated into First Drinks’ business from early September.

The company said brand activity plans will be announced “in due course”.

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. We are proud of the work we have carried out on Tullamore Dew, Carolans and Irish Mist in the UK and we wish them every success for their continued development in the future.”

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