Cellar Trends gains US and Japanese whiskies

Family-run UK drinks distributor Cellar Trends has grown its whisky portfolio with the addition of an American and two Japanese brands.

Cellar Trends will now distribute Rebel Yell Bourbon and two Japanese whisky brands in the UK

From the middle of this month, the company will handle all UK sales, distribution and marketing for Rebel Yell Bourbon, Togouchi Japanese Whisky and Akashi Japanese Whisky.

Cellar Trends said it is “committed to delivering extensive rise in volume and distribution for its whisky portfolio” throughout 2016.

“Over the last decade Cellar Trends has gained excellent experience within the whisky category, working to establish and ignite the Japanese whisky category with Suntory Japanese Whiskies, and laying foundations for growth for Gruppo Campari’s Wild Turkey Bourbon,” said Katie Warren, group marketing manager at Cellar Trends.

“We are excited to use this experience to help step-change the performance of our new Japanese and Bourbon brands.

“Together with our existing whisky portfolio, where we delivered universal distribution and volume growth in 2015, it is perfect timing for Cellar Trends to broaden our current whisky offering. We are looking forward to a successful and exciting 2016.”

Cellar Trends also distributes Jefferson’s Bourbon, Uisce Beatha Irish Whiskey and the Douglas Laing Scottish Remarkable Regional Malts series.

Rebel Yell Bourbon is owned by Luxco and comes from the Stitzel-Weller family of brands, while Akashi Japanese whisky is produced at one of Japan’s smallest distilleries ­­– Eigashima Distillery – and Togouchi Japanese Whisky is produced by Chugoku Jozo.

Later this year, Cellar Trends will add another Japanese whisky brand, Yamazakura, to its stable.

In June 2015, the group took over from Burn Stewart Distillers as the distributor for Angostura’s bitters and rum portfolio in the UK.