Producer and distributor Global Brands has announced a new partnership with Red Leg Rum, marking the first time that the company has added an already established third-party brand to its portfolio. 

Global Brands, which is the parent company of brands such as VK, Hooch, and Franklin & Sons, will now be distributing Red Leg in the UK off-trade including grocery, convenience and cash and carry channels.

Launched in 2013, Red Leg Rum is owned by spirits distributor Distil. Red Leg first began collaborating with Global Brands in 2019 with the launch of the Red Leg Spiced Rum & Franklin & Sons 1886 Cola. Now, Both Distil and Global Brands will now work together to expand RedLeg’s presence in the UK off-trade. 

Julian Atkins, managing director at Global Brands, said the partnership is part of the company’s plan to expand its portfolio: “As we enhance our sales team and further develop our in-house warehouse and logistics capabilities, partnering with Red Leg also represents a key step in our strategy to diversify our brand offerings.

“This collaboration allows us to leverage our expertise, efficiencies, and relationships to benefit not only Red Leg but our future third-party brand partners.”