Beam Suntory appoints Catalyst Brands as UK distributor for venture brands

Beam Suntory has signed a distribution agreement with Catalyst Brands for its portfolio of brands including the Sauza family of Tequilas; Kilbeggan and Tyrconnell Irish whiskies, DYC whiskey and Larios gin. The agreement starts this month and will see Catalyst Brands representing the portfolio of brands on an exclusive basis across the UK and Northern Ireland. The former incumbent was Maxxium UK. Chris Jones, Brand Agency Director for Catalyst Brands said, “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 explains “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”.
This agreement does not affect other Beam Suntory owned brands currently under the distribution control of Maxxium UK.