Paddy, the world’s fourth largest Irish whiskey brand, is set for growth after being added to the portfolio of UK distributor Hi-Spirits.
The new agreement, starting on July 1, covers distribution in the UK on-trade and off-trade and travel retail. It follows the acquisition of the Paddy brand by US spirits company Sazerac in May.
Globally, Irish whiskey experienced the fastest volume growth of any spirits category in the last five years, and the Irish whiskey industry is projecting 100% growth by 2020.
Sazerac has indicated that its acquisition of the Paddy brand will be supported by a sizeable investment to support its future growth.
Dan Bolton, managing director of Hi-Spirits, said: “Paddy is a wonderful fit with our existing portfolio. Both Irish and American whiskey have seen strong growth over recent years, and being able to offer our customers Paddy alongside the Buffalo Trace American whiskey portfolio is a significant development.
“We have a very successful track record in growing Sazerac brands, including Buffalo Trace and Fireball, in the UK market. The addition of Paddy, coming hot on the heels of Sazerac’s acquisition of Southern Comfort and Tuaca earlier this year, means it’s an exciting – and busy – time for Hi-Spirits.”
Paddy Irish Whiskey will continue to be produced by former brand owner Irish Distillers at the Midleton Distillery in Cork. Dating back to 1779, the whiskey is a triple-distilled blend of single pot still, single malt and grain whiskeys.
