Pernod to distribute Sovereign Brands in UK

Bumbu Rum owner Sovereign Brands has secured a distribution deal with Pernod Ricard UK.

Pernod Ricard UK will distribute Sovereign Brands’ wine and spirits portfolio throughout he UK.

Sovereign Brands owns labels such as Luc Belaire, McQueen & The Violet Fog, and Villion. The distribution deal will commence from 1 July.

Ian Peart, commercial director at Pernod Ricard UK, said: “This move aligns with our unwavering commitment to offer consumers the highest quality and most diverse selection of products.”

The partnership between Sovereign Brands and Pernod Ricard UK builds on the companies’ long-term relationship.

Pernod Ricard took a minority stake in Sovereign Brands in September 2021, before increasing its ownership in October 2022 for an undisclosed amount.

The enhanced partnership will help Sovereign Brands create new brand experiences and bring new launches to market. This will begin with the launch of The Deacon, a premium blended Scotch whisky made from liquid sourced from Islay and Speyside in Scotland.

The Deacon is the first jointly developed brand between the two businesses. It will launch in the UK in July, following the global announcement in February.

Brett Berish, a founder and CEO of Sovereign Brands, said: “I’m looking forward to this next step in our collaboration with Pernod Ricard, working with them on the sales, marketing and distribution of our brands in the UK, including our newest brand, The Deacon – an exceptional blended Scotch.

“Pernod Ricard will undoubtedly elevate the distribution of our iconic portfolio.”

Amber Beverage Group was the former UK distributor of the Bumbu Rum owner’s portfolio.

Earlier this month, Pernod Ricard made an agreement in principle to sell its Clan Campbell Scotch whisky brand to Stock Spirits.