Pernod Ricard UK will start distributing Sovereign Brands’ super premium portfolio of wine and spirits, including Luc Belaire, Bumbu Rum, McQueen & The Violet Fog and Villon, from 1 July 2023. It takes over the distribution from Amber Beverage as part of a long-term partnership between Sovereign Brands and Pernod Ricard which began in September 2021.
The developing partnership sees Pernod Ricard leverage its distribution network and market knowledge, to establish new growth opportunities for Sovereign’s wine and spirits brands in the UK including the launch of a new premium blended Scotch Whisky this July. Called, The Deacon, it is crafted from the Islay and Speyside regions, and is the first developed brand between the two partners.
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.”
Brett Berish, a founder and CEO of Sovereign Brands stated, “I’m looking forward to this next step in our collaboration with Pernod Ricard, working with them on the sales, marketing and distribution of our brands in the UK, including our newest brand, The Deacon – an exceptional blended Scotch. Pernod Ricard will undoubtedly elevate the distribution of our iconic portfolio.”
