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Distell and Camus agree China distribution deal

Distell has appointed Camus Cognac subsidiary Yuanliu International Trade as the exclusive distributor of its Scottish Leader, Ledaig and Deanston Scotch whisky brands in China.

Camus Yuanliu will distribute Deanston, Scottish Leader and Ledaig Scotch brands in China

Partnering with Distell’s Asia Pacific marketing team, Camus Yuanliu will be tasked with distributing and developing “relevant” marketing initiatives for each brand from July.

Cyril Camus, owner and president of the House of Camus, said: “Distell Group is South Africa’s leading wine and spirits company, and among the top 10 globally, offering a diverse portfolio of international, rich and authentic brands.

“These new additions will increase Camus Yuanliu’s selection of fine single malt and blended whisky to a total of eight global brands, creating one of China’s most powerful line-ups in the category.

“We look forward to successfully building these three brands in China and thereby continue our growth as a leading importer and marketer of premium wines and spirits out there.”

Earlier this year, South African drinks group Distell reported a 9.3% increase in revenue during the second half of 2017, aided by “strong” volume growth from its spirits and ready-to-drink (RTD) range.

Last year, The Spirits Business spoke to Richard Rushton, MD of Distell, to discuss his global ambitions for the firm and how he plans to “substantially” boost its spirits in the US.

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