Pernod Ricard to distribute Sovereign Brands’ premium wines and spirits

Sovereign Brands' range includes Luc Belaire, Bumbu Rum, McQueen & The Violet Fog and Villon

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Pernod Ricard UK will take over distribution of Sovereign Brands’ range of premium wine and spirits as part of the ongoing partnership between the two suppliers.

Sovereign Brands’ range includes Luc Belaire, Bumbu Rum, McQueen & The Violet Fog and Villon.

The transfer of distribution to Pernod Ricard from Amber Beverage is part of a partnership initiated between Sovereign Brands and Pernod Ricard in September 2021 and will take effect on 1 July.

It is intended to unlock new growth opportunities for Sovereign’s brands through Pernod Ricard’s market knowledge and widespread distribution.

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Additionally, the two suppliers are collaborating on the launch of The Deacon, a premium blended Scotch Whisky due to launch in July, made from hand-selected drams from the Islay and Speyside regions of Scotland.

Ian Peart, commercial director at Pernod Ricard UK, said: “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, co-founder and CEO of Sovereign Brands, said: “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.”

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