Waterford names Austrian distributor

Salud Spirits has signed a deal with Ireland’s Waterford Distillery to exclusively distribute its whiskeys in Austria.

Waterford is the first Irish whiskey brand in Salud Spirits’ distribution portfolio, which includes Japanese whisky Chichibu and Canadian vodka Crystal Head.

Maurice van Vliet, CEO of Salud Spirits Netherlands and Austria, said: “We have been in discussion with Waterford Distillery for some time and are very happy to come to an agreement for exclusive distribution across our Austrian territory, and exclusive distribution through our duty free shops.

“Waterford fits in perfectly with our new vision of premium-plus spirits. Over the last year we said goodbye to many brands that didn’t fit our new vision, which we set in 2023. All new brands should match our new vision and Waterford Distillery is the leading example of such a brand.”

The Irish whiskey distillery was founded by former Bruichladdich CEO Mark Reynier, who also operates the Renegade Rum Distillery in Grenada.

Salud will distribute Waterford’s Cuvée, Cuvée: Argot, Organic: Gaia and Biodynamic: Luna expressions, as well as Renegade Rum.

Waterford works with local farmers to create single malt whiskeys from a single farm.

Later on in the year, Salud will look to collaborate on exclusive bottlings with the distillery, which, last year, secured a €45 million (US$47.8m) funding package from HSBC UK to expand internationally.

Maria Kitsati, sales director of Salud, added: “With Waterford Distillery we can target our large whisky community very effectively, and we will include the brand in our new world whisky concept that comprises premium whiskies ranging from Japan, Taiwan, Australia, Denmark and Ireland.”