Swedish whisky Mackmyra aims to accelerate growth in Britain by setting up a UK-based subsidiary with its own staff to handle sales and marketing.
Mackmyra Swedish Whisky Ltd has been established as a “radical strategic change” by the company as it wants to take a leading position in what it sees as a rapidly growing craft spirits segment in Great Britain.
The sales team is headed by UK sales manager Alex Johnson, who was previously at the whisky’s importer and distributor Marussia Beverages.
Mackmyra Swedish Whisky Ltd is expected to become fully operational in the second half of 2018 when its partnership with Marussia will be phased out.
Founded in 1999, Mackmyra has won awards for its single malts including the fruity and slightly smoky Brukswhisky, the spicier Svensk Ek and the smoked Svensk Rök.
With a track record of creating customised and personalised malt whisky products in bottles, it also intends to find UK on-trade customers for its bespoke 30-litre whisky casks.
Through the new Mackmyra LAB Distillery, the company is adding a Swedish craft gin which it believes also has potential for growth in European markets. The first Kreatör Gin, aged in ex-bourbon barrels for six months, is due to be available from October.
Magnus Dandanell, managing director of parent company Mackmyra Svensk Whisky AB, said: “Mackmyra’s business model, with its own sales team and plenty of consumer interaction, has been very successful in Sweden and Germany. We strongly believe that this is the right way forward for achieving our full potential in the UK market.”
With the brand’s strategy of focusing on consumer and trade tastings, the Mackmyra team will be presenting the range at The Whisky Lounge’s London Whisky Weekender at The Kia Oval from May 11 to 13. Click here for details.