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Angostura switches UK distribution from Cellar Trends to Distell
Rum and bitters producer Angostura has revived its distribution partnership with Distell in the UK, ending a deal with Cellar Trends.
Angostura’s portfolio will be managed by Distell in the UK
Effective from 3 July, South African drinks group Distell will handle Angostura Aromatic Bitters, Angostura Orange Bitters and the Trinidadian producer’s premium rum range.
“Distell’s investment in the UK commercial team over the past 12 months has encouraged this partnership,” said Fraser Thornton, Distell’s European managing director.
“I am delighted we have been able to re-acquaint ourselves with Angostura to distribute their exceptional rum and bitters portfolio throughout the UK supported by exciting events such as the world renowned Angostura Global Cocktail Challenge. This further strengthens the range of brands we have to offer the trade and consumers.”
Distell announced in October last year that it planned to scrap its own UK distribution agreements with SHS, Cellar Trends and Brand Phoenix, in order to strengthen its UK presence by directly managing the sales and marketing of its own brands.
Following the announcement of its 2015/16 financial results, the group said it was “well placed to expand into growth markets outside of Southern Africa”.