Pernod Ricard has started distributing the Sovereign Brands portfolio of super-premium wine and spirits, including Luc Belaire, Bumbu Rum, McQueen & The Violet Fog and Villon.
Distribution has moved from Amber Beverage as part of a long-term partnership between Sovereign Brands and Pernod Ricard that started in September 2021.
The collaboration will see Pernod Ricard utilise its extensive distribution network, deep market knowledge, and expertise to unlock new growth opportunities for Sovereign’s brands in the UK. In addition, a consolidated marketing drive will create new brand experiences and brand launches.
The first of these is The Deacon, a premium Scotch blended from Islay and Speyside whiskies that launches this month.
Ian Peart, Commercial Director at Pernod Ricard UK commented: “We are excited to introduce Sovereign Brands’ inspiring portfolio to our network and drive its growth across the UK. This move aligns with our unwavering commitment to offer consumers the highest quality and most diverse selection of products.”
