International Beverage creates US spirits hub
Scotland-headquartered International Beverage has opened an office in New York, bringing US distribution of its spirits in house.
The move marks the first time the company has owned and managed its route to market in the US for more than a decade.
The new office, located in Manhattan, will manage the US business of a majority of the company’s spirits brands. The portfolio includes Thai whisky Prakaan, New Zealand whisky Cardrona, Scotch whiskies Balblair and AnCnoc, Phraya Rum and Reid Vodka.
Peter Powell will take charge of the office under the role of regional director of North America, having switched from International Beverage’s regional sales director for the UK, France and Germany.
Powell said: “Our global sales strategy is tightly focused on building bespoke plans for every brand, in every market, matched to the specific needs of our trade customers and consumers in those markets.
“With the launch of our new spirits hub in the US, our business will have a base to deliver these finely tuned and highly effective plans in the market. This is especially important for us in 2026, as some of our brands prepare to celebrate milestone anniversaries throughout the year.
“Whilst the global spirits industry continues to face many challenges, I’m very excited to be part of a dynamic new office, a talented new US team, and an exciting new phase of growth for our brands.”
International Beverage is looking to fill four US-based roles to serve under Powell, which include two sales ambassadors, a channel marketing manager and an office/finance manager.
The hub will be supported by US importer MHW and its operations will run across both on- and off-trade channels.
Its focus will be on “continuing to establish a solid market presence, whilst building foundations for sustainable growth and expansion in the years ahead,” International Beverage said.
In January 2025, International Beverage brought Asiaeuro to accelerate its growth in Asia with a particular interest in competing in China’s premium spirits market.
In September, the company’s global spirits senior leadership team saw a reshuffle with UK managing director Malcolm Leask departing after nearly 30 years with the business.
International Beverage is the global arm of alcohol conglomerate ThaiBev, producer of Chang beer and SangSom rum.
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