Luxco names new UK distributorBy Nicola Carruthers
American whiskey producer Luxco has appointed Craftwork as its distributor in the UK.
Luxco, which owns Lux Row Distillers and Limestone Branch Distillery in Kentucky, said the UK was a priority market for the firm and was part of its expansion strategy for Europe. Luxco’s sales in Europe rose by 20% in 2020.
The company’s Rebel and Blood Oath Bourbon brands will be the first Luxco whiskeys to be listed with Craftwork in the UK.
Craftwork will replace Amber Beverage UK, formerly known as Cellar Trends, as UK distributor for Rebel and Blood Oath.
Lightbox Brands will remain responsible for UK distribution of Luxco’s Ezra Brooks, Yellowstone and Minor Case whiskey brands.
Greg Mefford, international sales director at Luxco, said: “As we look to continue our growth in the UK market, the team at Craftwork presented their impressive market knowledge, expertise, and passion for adding Rebel and Blood Oath brands as the first Bourbons in their distinguished spirits portfolio.
“Craftwork has a proven track record in building brand presence in the UK. The business’ approach is very focused and will give Rebel and Blood Oath the attention required to really drive growth in the UK and bring these celebrated brands to more consumers.”
Craftwork will focus on on-trade activation, boosting brand awareness and driving e-commerce growth.
Jeremy Rockett, founder of Craftwork, added: “We’ve had our eye on the Bourbon category for a while and Lux Row Distillers’ Rebel and Blood Oath ranges are the perfect fit for us. Both brands are high quality and accessible, with an enviable provenance that provides a truly spectacular product range for us to offer our customers.”
Last month, Luxco secured a UK listing for its Bourbon and rye whiskeys through retailer Oddbins.
London Bourbon Trail
This month, Luxco will launch its inaugural London Bourbon Trail as part of the Cocktails in the City event, which will run until the end of July.
Six London bars have each created two cocktails featuring Rebel Bourbon and Rebel Small Batch Rye Whiskey. The partner venues are Fitz’s, Disrepute, TT Liquor, East London Liquor Company (ELLC), Roots and City of London Distillery.
Visitors to each bar can collect a stamp after consuming their cocktail to compete the Bourbon Trail treasure map.
Once all stamps have been collected, drinkers will receive a complimentary piece of Rebel merchandise, and an exclusive discount on any Rebel purchase from venues including The Vintage House, Fitz’s, TT Liquor and ELLC.
In April 2021, MGP Ingredients completed its acquisition of Luxco in a deal valued at US$475 million.