Instill Drinks will handle spirits already distrbuted by Bibendum including Hollywood star Dan Aykroyd’s Crystal Head vodka and Caribbean rum Plantation, which also supplies UK own-label through Bibendum.
The launch portfoio also includes Opal Nera sambuca, Citadelle gin, Pierre Ferrand Cognac and Luigi Francoli grappa.
It will also feature beer in the form of the Cooper’s ale range from Australia and Barbados lager 10 Saints.
Instil will be managed by Bibendum’s head of spirits Nick Rodgers, with Venus Wine & Spirit Merchants commercial director Paul Scarratt joining as head of sales.
Rodgers said: “We are actively looking to expand the portfolio and our focus is on high quality, passionate producers rather than mass-market brands.”
Bibendum managing director Michael Saunders added: “The business model and target customers are fundamentally different to Bibendum’s and it makes sense that we differentiate the two companies.”