Catalyst to distribute Sauza, Tyrconnell and Kilbeggan

Gaëlle Laforest

04 March 2016

Beam Suntory and Catalyst Brands have signed an exclusive distribution agreement for Sauza tequilas, Kilbeggan and Tyrconnell Irish whiskies, DYC whiskey and Larios gin in the UK.

The brands were previously distributed by Maxxium, aside from Larios Gin and whisky DYC, both from Spain, which will be launched in the UK in April.

Chris Jones, brand agency director for Catalyst Brands said today: 'We are excited about the opportunity to work in partnership with Beam Suntory, one of the world’s leading premium spirits companies, on these award-winning global brands. Our track record of growing established brands such as Campari and Marie Brizard, as well as successfully introducing brands like Aperol and Bottega Gold to the UK consumer means that we are in a great position to accelerate the performance of these brands.'

Jonathan Marsh, commercial director for Western Europe for Beam Suntory added: 'Innovation is a key strategic pillar for growth in the Beam Suntory business, and we have identified Catalyst Brands as a key partner in building these brands within the UK. We recognise that the Maxxium business has done an excellent job in establishing the Sauza brand in the UK, whilst successfully introducing Larios 12 Premium Gin, Kilbeggan and Tyrconnell brands. We believe that there is an opportunity to build on these successes by implementing a focused approach to developing these brands further, whilst launching one of the Beam Suntory group’s flagship brands, Larios Gin, into the UK.'

The deal, which will come into effect from 1 April, doesn't affect other brands owned by Beam Suntory and distributed by Maxxium, for example Jim Beam, Courvoisier and Laphroaig.

Catalyst Brands is the brand agency business of Matthew Clark/Conviviality PLC, distributing brands such as J&B, Marie Brizard, AquaRiva Tequila and Gancia.

Catalyst Brands, 0844 822 3908

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