Sazerac creates dedicated craft spirits division

US drinks group Sazerac, owner of Buffalo Trace Distillery, is to focus more on craft spirits brands in a bid to build a presence in the rapidly expanding category.

Bond & Royal’s portfolio will include small brands produced all over the world, including Banks 5 Island Rum

Gemini Spirits & Wine, the distribution division of Sazerac, has created a speciality and craft spirits arm dedicated entirely to developing existing brands in the US.

Bond & Royal Spirits Company will be the new home for the craft and speciality brands currently sat within Gemini’s portfolio, including Del Maguey Single Village Mezcal, Campo de Encanto Pisco, Banks Rum, Siete Leguas Tequila, Glenfarclas Single Malt Scotch, Dimmi Liquore di Milano, and the Casa San Matias Tequilas.

Sazerac is to fully launch Bond & Royal over the next few months, with new brands, import partners, marketing, PR, sales specialists and educational programmes.

Megan Hurtuk, head of marketing for Bond & Royal, said: “Our partners are true masters of their crafts, whose passion and experience – not to mention phenomenal products – inspire us daily.

“Our vision for B&R is to further spread the story of these high integrity spirits and develop additional brands, while fueling the energy, knowledge and overall conversation amongst the core of this burgeoning scene.”

There are more than 630 craft distilleries currently operating in the US, according to the American Distilling Institute, which have contributed to a sharp increase in sales of craft and speciality spirits over the past few years.

Ken Kwarta, general manager of Gemini Spirits & Wine, added: “Since its inception, Gemini has partnered with some of the greatest spirits producers in the world.

“As we continue to grow and add new business, we are committed to developing the appropriate resources in the US marketplace to meet the growing demands of our customers and consumers.”