Tullamore Dew Irish whiskey, Carolans cream liqueur and Irish Mist whiskey liqueur will make the move in September following William Grant’s acquisition of C&C’s spirits and liqueurs business last month.
Chris Mason, managing director of First Drinks, a subsidiary of Grant’s, said: “It makes sense for us to assume control of these brands in the UK.
“They have been successfully developed by Maxxium UK and we are taking them on in great shape.
“We are confident that by using our brand-building expertise, we can accelerate the success and growth of Tullamore Dew, Carolans and Irish Mist.”?Brand activity plans will be announced “in due course”, the company said.
Maxxium UK managing director Huw Pennell said: “It was inevitable that at some point these brands would move to First Drinks, but it now enables us to give greater focus to our own premium portfolio strategy.”?Carolans off-trade sales rose 10% in the year to June 12, according to Nielsen data, but the brand’s £3 million sales are dwarfed by those of market leader Baileys, with £92 million.
The brands join a First Drinks line-up including Glenfiddich, Russian Standard, Remy Martin and Mount Gay rum.