Agitator whisky appoints Charter Brands
Distributor Charter Brands has added single malt whisky Agitator to its portfolio to boost its global presence.
Agitator is the first whisky in Charter Brand’s portfolio. The partnership will see the whisky brand become a ‘global player’ as the distributor sets up deals in multiple markets.
Matt Ashton-Melia, managing director at Charter Brands, said: “Developing and evolving our whisky offering has been a priority for Charter Brands in recent months, so we are delighted to welcome Agitator into our portfolio.”
In 2021, the distributor secured a partnership with Avallen to market the Calvados brand in Europe, Hong Kong, and Australia.
“The international appreciation for Swedish spirits, coupled with the new world whisky category gaining major traction, makes Agitator a major win with enormous potential,” continued Ashton-Melia.
“The packaging has broad appeal across a younger demographic, but the liquid quality ensures the more seasoned, sophisticated whisky drinker is not forgotten or left behind.
“We are extremely excited about what we can deliver for the brand, and there has already been a fantastic reception from the selective distributors we’ve presented Agitator to.”
The Swedish brand launched in 2021 with a focus on flavour rather than tradition. Its portfolio includes its debut single malt, aged in Bourbon, Sherry, American oak, and chestnut casks. It rests at 43% ABV.
Charter Brands said it secured the deal after recognising the new world whisky category is gaining momentum, with Agitator whisky being a ‘true innovator’ in the space.
Petra Caspolin, marketing director at Agitator, said: “Agitator whisky is delighted to partner with Charter Brands as a partner for selective export markets.
“The passion and commitment shown to us by the Charter Brands team together with their extensive network of importers in various markets and their track record of successful brand introductions worldwide, gives us confidence they are a good match to agitate for our whisky.”