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Borco takes over distribution of Yeni Raki from Diageo
German spirits producer Borco has taken over the distribution of premium Turkish spirit, Yeni Raki, from Diageo Germany.
Borco has taken over distribution of Turkish premium spirit, Yeni Raki
Diageo bought Mey Icki – owner of Yeni Raki – back in 2011 for £1.3bn, but all expressions of Yeni Raki will now be distributed by Borco, including Yeni Raki, Yeni Seri, and Yeni Rakı Âlâ.
It is hoped the new deal will help Mey Icki “reposition the brand” in the premium market.
In addition, the complete portfolio of its sister brand, Tekirdag, comprising Tekirdag Rakisi, Tekirdag Trakya Serisi and Tekirdag Gold Series, will also be distributed by Borco.
“Yeni Raki – the spirit of Istanbul – is a precious jewel among spirits with a great USP, which is highly appreciated by the consumers,” said Markus Kramer, CEO Borco.
“Together with Mey Icki we are going to reposition Yeni Raki and further build its premium positioning, in order to grow the added value for the brand and the merchandising partners.”