Global Brands has penned a deal that will see it assume distribution rights for Distil’s portfolio in the UK and Ireland.
The VK and Hooch brand owner will build on a previous agreement to distribute Distil’s RedLeg Spiced Rum to the UK’s off-trade. It will now take ownership of on-trade, off-trade, cash & carry, and e-commerce channels for the entire company from 14 February.
Distil’s portfolio also includes brands such as Blackwoods Gin and Blavod Vodka. Previously, the brands were distributed in the on-trade and to premium off-trade outlets by Marussia Beverages.
Global Brands would “leverage its strong distribution network and logistics capabilities” to position Distil’s brands “at the forefront of the premium spirits market”, the Chesterfield-based supplier said.
“Building on the success of our initial collaboration with Distil plc to distribute RedLeg Spiced Rum in the UK off-trade, we are thrilled to announce the expansion of our partnership,” said Global Brands MD Julian Atkins.
“RedLeg Spiced Rum has already made its mark with its distinctive identity and exceptional quality, capturing the attention of consumers and retailers alike,” Atkins continued. “We are equally excited to bring Blackwoods Gin and Blavod Vodka into our portfolio.”
The announcement came alongside the publication of Distil’s latest financial results.
The AIM-listed spirits brand owner saw revenues crash by 59% to £233k on a 56% volume decline in its third quarter to the end of 2024.
Distil blamed tough comparables for the downturn, but also highlighted tough market conditions in the spirits category in the UK.
“Consumers’ spending continues to be stretched, with own label and aggressive discounting winning basket share,” said executive chairman Don Goulding.
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