Crucial Drinks appoints German distributor

Independent spirits company Crucial Drinks has appointed Wein Wolf as the distributor of its whisky and rum portfolio in Germany.

Crucial Drinks names Wein Wolf as the German distributor of its whisky and rum portfolio

The German company signed the deal after acquiring Crucial Drink’s former distributor Seven-Spirits.

The Scotland-based firm started working with Seven-Spirits in September 2016. Prior to being acquired by the business, the former independent had close links to Wein Wolf and its large national distribution network.

Formed in 2014 by Scott Watson and Brian Woods, Crucial Drinks specialises in spirits with unique brand stories and exports ranges to 40 markets worldwide, with revenue of more than £2 million.

Its portfolio of spirit brands includes The Lost Distillery Company, Six Saints Rum, West Indies Rum and Cane Merchants.

“Wein Wolf is a strong and established player in the market and one of the leading distributors of premium wines in Germany,” added Watson.

“The country is a key priority for us, as the market continues to invest in craft Scotch whisky and rum.

“We look forward to developing a firm relationship and tapping in to the distributor’s fantastic reach, within both the German on trade and specialist off trade, helping to support our export strategy and growth ambitions for both our Six Saints and Lost Distillery Company ranges.”

Khalid Ait Hamou, commercial director at Wein Wolf added: “It’s an enrichment to include the high quality whiskies of The Lost Distillery Company to our portfolio.

“The idea to recreate and reinterpret legendary whiskies, that belonged to the craft of whisky distilling almost a century ago, is remarkable. We are looking forward to a successful business collaboration with Crucial Drinks and we will be focusing on the successful development of the brand in the German market.”

In October last year, Crucial Drinks secured a £2 million investment with a vision to “double the business” by 2018.