Diageo signs UK distribution deals with Marblehead and Catalyst

23 January, 2015

Diageo has signed UK distribution deals with Marblehead and Catalyst brands to help grow some its smaller brands.

Marblehead will take on bitters brand Amer Picon and blended Canadian whisky Crown Royal, while Catalyst will distribute Venezuelan rum Pampero and Scotch brand J&B Rare.

Catalyst will also take on RTD brand Jeremiah Weed Cider Brews.

They remain Diageo-owned but the new distributors will adopt responsibility for sales, marketing and promotion in the UK.

Andrew Cowan, country director at Diageo Great Britain, said: “We are confident that we have chosen two great partners in Marblehead and Catalyst Brands.  Catalyst has proven brand-building expertise and has delivered strong results in the past two years.

“Having worked with Marblehead on the distribution of Ypióca in the UK, we believe this is a successful model for growing some of our smaller, and more specialist, brands in this marketplace.”

Emma Wykes, managing director at Marblehead, said: “After our success with the UK launch of Ypióca and the ongoing building of that brand, we are delighted to now have the opportunity to do something exciting with the both Amer Picon and Crown Royal in the UK market. We feel confident, with our breadth of expertise, that much success lies ahead for both of these brands.”

Gary Squire, managing director of Catalyst Brands, added: “Our track record of growing brands in both the on and off-trade gives us confidence that we can accelerate the performance of J&B Rare, Pampero rums and Jeremiah Weed Cider Brews in the UK market.”

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