Roust takes over Bushmills Italy distribution

Roust Group, maker of Russian Standard Vodka, has expanded its distribution deal with Bushmills Irish Whiskey to include the Italian market.

Roust’s Italian arm F.lli Gancia & C. SpA has taken over from Diageo as distributor for Bushmills Irish Whiskey in Italy

On 7 November, Roust’s Italian unit, F.lli Gancia & C. SpA, replaced Diageo as the distributor and marketer of three Busmills variants – Original, Black Bush and 10 Year Old – in Italy.

The group described Italy as a “growing market” for Irish whiskey, presenting “good potential” for Bushmills in the on- and off-trade.

“Bushmills represents for us a major opportunity thanks to its very strong image and recognised quality,” said Alessandro Picchi, President of Gancia.

“Bushmills whiskey perfectly fits our strategic goal of having a strong but very focused portfolio of premium and unique brands. We look forward to a long path of growth and success together”.

Jose Cuervo International acquired Bushmills Irish Whiskey from Diageo in November 2014 in return for complete ownership of Don Julio Tequila.

Gancia has distributed the Jose Cuervo Tequila brand in Italy since 2013, helping the brand overtake Sauza as the best-selling Tequila in the market.

“This is a very exciting time for Bushmills. We’re delighted to have Gancia on board to help us grow the Bushmills brand in our market,” said Yiannis Stratos, regional director for Jose Cuervo International.

“The arrangement will help us bring this famous whiskey, crafted for centuries on Ireland’s north coast, to a wider range of consumers”.

In June this year, Roust replaced Diageo as the distributor of Bushmills in Russia.