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Sir Edmond Gin partners with SAR Liquors
Dutch brand Sir Edmond Gin has announced a strategic partnership with SAR Liquors, a global spirits distributor based in the Netherlands.
As part of the partnership, SAR Liquors will become a shareholder in Sir Edmond Gin, demonstrating its long-term commitment to the brand’s success and growth. The collaboration aims to expand the brand’s reach worldwide.
SAR Liquors is known for its extensive expertise in the global spirits market, specialising in distributing premium and craft brands. With a broad international network worldwide and a strong local presence in the Netherlands, SAR Liquors is regarded for its ability to operate in established and emerging markets.
Sir Edmond Gin’s success has been driven by co-founder Dominique Makatita’s and co-owner T-J van der Drift’s unwavering dedication to the Bourbon vanilla-infused gin brand. After successfully launching and expanding the brand internationally across Europe, the Caribbean, Canada, Asia, and the Middle East, Makatita will step back to pursue new personal opportunities.
The partnership with SAR Liquors as a shareholder and distribution partner marks a pivotal moment in the brand’s history and will further amplify its consumer appeal and distribution.
Combining SAR Liquors’ industry expertise, vast network and ‘operational excellence’ with the gin’s established brand identity, the company is ‘well-positioned for continued growth and success in the promising future ahead’.
Sir Edmond Gin is the sponsor of the Spirits Distributor of the Year prize at The Spirits Business Awards 2024.
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