Diageo farms out brands to distributors

Bottles of Jeremiah Weed

Diageo has signed two separate agreements with spirits brand distributor Marblehead Brand Development and brand agency, Catalyst Brands, to distribute five of its brands in Great Britain.

Marblehead will distribute Amer Picon and Crown Royal, whilst Catalyst Brands will distribute Jeremiah Weed Brews, J&B Rare and three variants of Pampero (Blanco, Especial & Anniversario). Both agreements will take effect from 1st March 2015 and will cover both the on and off-trade.

All of the brands will remain owned by Diageo.

Andrew Cowan, Country Director, Diageo Great Britain, said: “We are confident that we have chosen two great partners in Marblehead and Catalyst Brands. Catalyst has proven brand-building expertise and have delivered strong results in the past two years. Having worked with Marblehead on the distribution of Ypióca in the UK, we believe this is a successful model for growing some of our smaller, and more specialist, brands in this marketplace.”