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Charles Hosie to distribute Agitator whisky in Germany

Charter Brands has partnered with spirits distributor Charles Hosie to launch Swedish Agitator whisky in the German market.

Agitator whisky
The distribution deal with Charles Hosie is part of the brand’s aim to expand in Europe

Since joining Charter Brands’ portfolio in 2023, the Swedish Agitator whisky has been introduced to nine new markets, including France, Poland, Ukraine and Costa Rica, as the new world whisky category continues to flourish.

“In every market we have introduced Agitator Whisky, the on-trade and retail response has been outstanding. Consumers are eager to explore new brands that offer exceptional quality and captivating stories, showing a keen interest in unique taste profiles and origins,” said Arkaitz Giménez Amesti, sales director at Charter Brands.

“Following Agitator Whisky’s successful launch on Amazon, we believe expanding our reach to German customers and bars is the natural next step. As the export partners for the brand, we are thrilled to support this journey.

“We are excited about our new partnership with Charles Hosie and are confident it will be a success. Its dedication to detail and strategic approach to targeting specialised retailers and on-trade accounts have been impressive. We have high expectations for this collaboration and believe it will elevate the Agitator Whisky experience in Germany.”

Charles Hosie will be responsible for enhancing Agitator’s presence in the German on-trade and specialised off-trade sectors.

André Karl Lembcke, managing partner at Charles Hosie, said: “Charles Hosie can look back on a long history in which whisky has always played an important role. We are, therefore, delighted to be bringing Agitator to Germany, a whisky brand that has a similar mindset to the positioning of our portfolio. We firmly believe that the German whisky market is ready to be shaken up and are looking forward to the launch of the brand family in Germany.

‘The collaboration with Charter Brands builds on years of expertise in brand building and mutual appreciation on both sides. With the support of Charter Brands, we will initially market Agitator to selected retailers and the best bars and restaurants.”

Agitator Whisky uses a unique vacuum distilling production process.

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