Hyde Irish Whiskey has moved to a different distributor in a new partnership to build sales in the UK and take the brand “to the next level”.
It has been added to the portfolio of Craftwork, the sales, marketing and distribution agency, which will handle its special releases and limited editions across the UK.
Craftwork has also gone into partnership with Spanish wine group Osborne to grow its spirits, including its Brandy de Jerez range led by Carlos I, its strawberry gin Ampersand and handmade cachaça Santo Grau from Brazil. The agency also looks after Babička Original Wormwood Vodka.
Craftwork’s managing director Jeremy Rockett said: “Hyde Irish Whiskey’s excellent reputation precedes itself and, while the brand already has a foothold in the UK market, we have ambitions to take it to the next level.
“We believe we can build significant demand for Hyde with a wider community of drinkers including a younger, new generation of whiskey connoisseurs.
“Our selective approach to partnering with high-quality spirits brands has enabled us to open a number of new trade accounts, and take significant orders from the on-trade, wholesalers, e-commerce channels, as well as the traditional large UK retailers, and Hyde’s premium whiskeys really complement our portfolio.”
Hyde Irish whiskey is a family-run business, named in honour of Ireland’s first president, Douglas Hyde. They carefully select high-quality whiskeys which they finish in vintage oak casks sourced from distilleries and bodegas around the world.
Co-founder Conor Hyde said: “This is an important moment for us. The global market for Irish whiskey is continuing to grow and it’s imperative to have a complex market, like the UK, represented in an agile and considered way. We are pleased that the team at Craftwork will get under the skin of our brand and drive the strategy forward.”
In our May print edition, we inadvertently added that Craftwork also handled Zuidam, The Glenturret, Cotsworlds and Spirit of Hven brands but this was a confusion with Craftwork Spirits in Canada which is in no way connected with Craftwork. We apologise for this error.