News

Mangrove expands Waitrose partnership

06 August 2024 By Miona Madsen

Spirits distributor Mangrove Global and supermarket chain Waitrose have extended their partnership to offer more independent international brands in the UK.

The extended partnership will see five of Mangrove Global’s independent spirits – Stauning whisky, Molinari Sambuca, Vivir Café liqueur, Bearface whisky, and Chairman’s Reserve rum – on Waitrose shelves across the country.

“Waitrose is dedicated to bringing the best products to its customers, and in the spirits aisle, bringing interest and added value in the form of new and exciting SKUs from producers who aren’t afraid to do things differently,” said John Vine, partner and spirits buyer at Waitrose.

“The Mangrove portfolio is bursting with brands that fit that bill to a tee: high-quality, fresh, and a little bit different. And as spirits enthusiasts, we can’t wait to see them hit the shelves of our stores nationwide.”

Vivir Tequila’s blanco, reposado and añejo will also benefit from a sizable increase in distribution into 250 stores, accompanied by East London Liquor Company’s Kew Gin in 60 stores.

“Collaborating with retailers and their buyers is one of the perks of this job. But when you have a retailer like Waitrose, who is ahead of the trends, excited by innovation, and cares for the quality and taste of each liquid, it really is an absolute pleasure,” commented Helen Barugh, channel director for grocery at Mangrove Global.

“We’ve worked with John and his team to bring this selection of our portfolio in-store, and with that, Waitrose customers will be introduced to delicious new spirits that feature all the provenance and innovation that independent brands are driving in the industry.”

Earlier this year, Mangrove Global extended its portfolio in the UK with Lewis Hamilton’s Almave ‘spirit’, Aluna Tropica rum, Indri Indian single malt and Kiefer Sutherland’s Red Bank Canadian whisky.