One Eyed Spirits upgrades Charter Brands partnership
Export and distribution partner Charter Brands has officially welcomed Finland-based One Eyed Spirits and Come Hell or High Water Rum to its portfolio.
Come Hell or High Water Rum joined Charter Brands’ Incubator programme last year.
After a mutually beneficial experience, Charter Brands has now added the rum to its core portfolio.
Under the new agreement, Charter Brands will promote the One Eyed Spirits-owned rum brand in international markets.
Olli Hietalahti, CEO of One Eyed Spirits, commented on the development: “Over the past year, we have gotten to know Charter Brands, their team and working method intimately and have been very impressed. We are now excited for the chance to leverage their full team and get all of Charter Brands’ muscle in use.
“Charter Brands’ global reach and commercial expertise allow Come Hell or High Water Rum to scale strategically and unlock new opportunities.”
The move follows a successful funding campaign last year, during which the Finnish company raised €1.5 million (US$1.76m) for global expansion.
Come Hell or High Water is currently available in 20 countries, while Charter Brands operates in more than 80 markets and collaborates with over 125 distributors worldwide.
Matt Ashton-Melia, managing director at Charter Brands, said: “We have thoroughly enjoyed working with One Eyed Spirits. The rum’s ‘Rough journey makes a smooth rum’ branding has proved itself to be an inspiring brand platform, while multiple awards in recent weeks are a testament to quality. It really ticks a lot of boxes and truly stands out.
“The entire Charter Brands team has loved working with such creative people, fully leveraging Charter Brands’ global expertise and commercial network. ”
Earlier this year, Charter Brands merged with Scale Drinks, bringing Renais Gin and Duppy Share rum under the company’s umbrella.
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