Texan distiller to target top-end bars through Maverick

balconesA range of spirits from Texas craft distillery Balcones is being targeted at UK high-end bars through Maverick Drinks, a new spin-off business from drinks supplier Master of Malt.

Maverick Drinks will act as exclusive distributor in the UK of the American company’s portfolio which includes Texas Single Malt Whisky, Baby Blue and True Blue corn whiskeys and Rumble honey and fig spirit.

The move follows Waco-based Balcones’ increased focus on targeting the high-end UK on-trade as well as increase value sales in the off-trade.

Maverick Drinks has been set up by Master of Malt to provide trade distribution, import and brand management services to brands.

It is run by head of brand development Michael Vachon, who joined Master of Malt this year after setting up his own business Ginuine Spirits to import craft spirits to the UK.

Balcones president and head distiller Chip Tate said: “Maverick Drinks offers us the perfect opportunity to refocus our distribution in the on-trade sector.

“Given the extreme shortage of Balcones’ products relative to demand, focusing on the very best on-trade accounts and strategic off-trade shops allows us to make the most of the bottles we have in getting the word out about Balcones as well as letting as many folks as possible be able to have access to our whiskies. We couldn’t be more excited about being part of the vanguard craft whisky portfolio at Maverick.”

Michael added: “Maverick Drinks is about celebrating unique, independently minded spirits, and Balcones fits our portfolio perfectly.

“Chip is creating some of the most exciting craft spirits to come from the USA currently and our role is to ensure that the UK – specifically the on-trade where we can build the brand’s image – understands and appreciates these great whiskies.”

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