Spain’s Larios gin and DYC whisky come to UK in new deal


DYC whisky Larios gin

Larios gin and DYC whisky from Spain are to be launched in the UK as part of a new distribution deal for Sauza tequilas and Kilbeggan and Tyrconnell Irish whiskeys.

Catalyst Brands is taking on the portfolio on behalf of Beam Suntory, representing them exclusively across the UK from April 1.

Sauza, Tyrconnell and Kilbeggan are currently distributed in the UK by Maxxium, the sales, marketing and distribution alliance between spirits producers Beam Suntory and Edrington.

Larios gin is one of Europe’s best-selling premium gin brands but has not officially been available in the UK until now. The range in the UK will comprise Larios, made to a London dry gin recipe, plus Larios 12, made with 12 botanicals, and strawberry-flavoured Larios Rosé.

DYC is one of the most popular whiskies in Spain, made with high-quality grains and pure mountain spring water, with a peaty aroma from the malting process. The expressions are 5 Year Old, 8 Year Old and Pure Malt.

The new deal covers Sauza Gold, Sauza Silver, Sauza 901, Tres Generaciones Añejo, Tres Generaciones Reposado and Tres Generaciones Silver.

The Irish whiskey range comprises Kilbeggan Original, Kilbeggan 8 Year Old, Kilbeggan Vintage, Tyrconnell Original and Tyrconnell Cask Editions – Madeira, Sherry, and Port.

Chris Jones, brand agency director for Catalyst Brands, said: “We are excited about the opportunity to work in partnership with Beam Suntory, one of the world’s leading premium spirits companies, on these award-winning global brands.

“Our track record of growing established brand such as Campari and Marie Brizard, as well as successfully introducing brands like Aperol and Bottega Gold to the UK consumer means that we are in a great position to accelerate the performance of these brands.”

Jonathan Marsh, commercial director for Western Europe for Beam Suntory, explained: “Innovation is a key strategic pillar for growth in the Beam Suntory business, and we have identified Catalyst Brands as a key partner in building these brands within the UK.

“We recognise that the Maxxium business has done an excellent job in establishing the Sauza brand in the UK, whilst successfully introducing Larios 12 Premium Gin, Kilbeggan and Tyrconnell brands.

“We believe that there is an opportunity to build on these successes by implementing a focused approach to developing these brands further whilst launching one of the Beam Suntory group’s flagship brands, Larios Gin, into the UK.”

All of the brands within the agreement will remain under the ownership of Beam Suntory. This agreement does not affect other Beam Suntory-owned brands currently under the distribution control of Maxxium UK.

Mark Riley, managing director of Maxxium UK, added: “We are proud of the work we have carried out on these brands and wish Catalyst Brands every success for their continued development.

“This new agreement will allow us to focus resources on our leading global whiskies, cognac and vodka brands to drive accelerated, sustainable and profitable growth for the long-term health of the spirits category.”

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