BrewDog Distilling takes UK distribution in house
Scottish spirits producer BrewDog Distilling is to end its UK distribution deal with VK producer Global Brands after 18 months.
Effective 1 July, BrewDog will take over on-trade sales from Global Brands.
The Scottish firm said in a statement: “As an independent craft distiller we already work with the major grocery accounts ourselves, so from the start of July we will have full control and direct responsibility for all sales across all channels.”
BrewDog Distilling, formerly Lone Wolf Spirits, appointed Global Brands as its UK distribution partner in January 2018 in an effort to grow its on-trade presence and increase retail sales by £40 million (US$55.2m) over the next two years.
The deal included the distribution of Lone Wolf’s gin, vodka, and read-to-drink gin and tonic cans in UK on-trade premises, as well as the on- and off-trade distribution of Brewdog’s Uncle Duke’s Whisky.
BrewDog Distilling CEO, David Gates, said: “I would like to thank Global Brands for all their hard work, commitment and partnership over the past 18 months in establishing the Lone Wolf brand.
“They have been excellent partners and we look forward to continue with various collaborations in the future, especially with their range of premium mixers, tonics and soft drinks, Franklin & Sons.”
When Gates joined the firm last year, he changed the name of BrewDog’s spirits operation from Lone Wolf to BrewDog Distilling, creating a “more synergistic approach” within the company.
Julian Atkins, commercial director at Global Brands, added: “It has been a real pleasure to work with the BrewDog team and to have grown the nationwide distribution of the Lone Wolf brands.
“We knew that the brands would eventually form part of the wider BrewDog portfolio and we are proud of the role we have played in the early stages of their development. We wish them all the best for the future progression of the range.”
Last month, BrewDog Distilling unveiled new brands of gin and vodka, a series of limited edition whiskies created to pair with craft beer, and a redesign of its Lone Wolf Gin bottle.
BrewDog Distilling’s new portfolio of spirits will be available from 1 July.