Beam Suntory hopes Catalyst will accelerate brand growth

Larios London Dry Gin

Catalyst Brands has secured exclusive distribution rights for a range of Beam Suntory brands across the UK and Northern Ireland. The portfolio includes the Sauza family of tequilas; Kilbeggan and Tyrconnell Irish whiskeys; DYC whiskey and Larios gin. The agreement will commence from April 1st 2016.

Chris Jones, Brand Agency Director for Catalyst Brands, commented: “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 brand 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.”

Sauza, Tyrconnell and Kilbeggan are currently distributed in the UK by Maxxium. Mark Riley, Maxxium UK’s Managing Director, said: “We are proud of the work we have carried out on these brands and wish Catalyst Brands every success for their continued development.  This new agreement will allow us to focus resources on our leading global whiskies, cognac and vodka brands to drive accelerated, sustainable and profitable growth for the long-term health of the spirits category.”

All of the brands within the agreement will remain under the ownership of Beam Suntory. The agreement does not affect other Beam Suntory owned brands currently under the distribution control of Maxxium.