Whyte & Mackay and Proximo Spirits have created a joint On Trade sales team. The combined portfolio now extends across the spectrum of premium spirits from Proximo’s The Kraken Black Spiced Rum, Bushmills Irish Whiskey, Jose Cuervo Tequila and 1800 Tequila to Whyte & Mackay’s Jura Single Malt, Shackleton blended malt, The Woodsman blended Scotch and Wildcat Gin.
Whyte & Mackay UK General Manager Mike Greggs comments, “The Whyte & Mackay and Proximo partnership brings together two strong portfolios of brands to create a compelling offering for the on trade. We are proud of our entrepreneurial spirit and recognised that spirit in the team at Proximo. We believe deeply in the power of building brands through our partners in the On Trade. Interest in premium spirits is at an all-time high and the time is right for the two portfolios to join forces and target consumers in bars and pubs.”
Andy Clifton, UK & ROI General Manager Proximo Spirits, added, “The UK On Trade is a vibrant sector of our market and maintains its critical role for building long term premium consumer pull brands. This partnership is a tremendous way for two premium spirits companies, with complementary portfolios, to deliver exciting solutions for selected pubs and bars aligned to industry predicted “hot” categories. We are delighted to be working with Whyte & Mackay to harness our disruptive spirit to consistently deliver transformational performance with our partners, people and brands.”
Box Marketing has been appointed as the third party field sales group to manage the operation.
The existing Whyte & Mackay and Proximo Spirits sales forces are unaffected.
The new arrangements took effect from 1st September 2018.