Stock Spirits buys UK distributor
Sierra Tequila owner Stock Spirits Group has acquired UK-based spirits importer and distributor The Drinks Company as it aims to become a leading spirits firm in Europe by 2027.
Founded in 1996, The Drinks Company has built a strong reputation in the UK, the Republic of Ireland, the Channel Islands, and the travel retail sector.
While the financial terms of the transaction were not disclosed, the deal will include the transfer of all employees, premises, and contracts related to The Drinks Company’s operations.
The company’s trade relationships and operational expertise will provide Stock Spirits with a reliable route to market, enhancing the group’s ability to serve customers in the UK.
Stock Spirits Group recently unveiled a new brand identity with a refreshed logo and updated company ethos.
Jean-Christophe Coutures, CEO of Stock Spirits Group, said: “Expanding into the UK is a pivotal moment for the group. Our vision is to become a leading spirits company in Europe by 2027, and a foothold in the UK is key to achieving this success.
“The acquisition of The Drinks Company represents a strong strategic fit for Stock Spirits. With its proven track record in the market and significant Stock presence with our iconic Sierra Tequila brand, this acquisition marks the next logical step in realising our ambition to build a broader European footprint.”
According to data cited by Stock Spirits, the UK spirits market was valued at £50 billion (US$65.7bn) in 2022 (Mintel’s UK Alcoholic Drinks Industry Report 2024) and is expected to generate US$17.7bn in revenue by 2025 (Statista figures).
Stock Spirits is dedicated to expanding its presence in Europe, viewing it as a mature and dynamic market with considerable growth potential.
Acquisition spree
In 2023, the company purchased German spirits company Borco (producer of Sierra Tequila), and finalised three acquisitions: French distributor Dugas, blended Scotch whisky Clan Campbell, and vodka maker Polmos Bielsko-Biała.
By snapping up companies in France, Germany, and now the UK, Stock Spirits said it had strengthened its position in mainstream segments, enhanced its distribution capabilities, and diversified its portfolio across key spirits categories.
In addition to its purchase of The Drinks Company, Stock Spirits has appointed Rob Curteis as general manager of its UK operations.
Curteis has more than 20 years of experience in the global spirits industry, with previous positions including senior roles at William Grant & Sons, Proximo UK, and Quintessential Brands, driving growth for brands such as Glenfiddich, Jose Cuervo, and Kraken.
Having advised Stock Spirits on UK strategy since 2024, his appointment is said to mark a key step in accelerating growth in this priority market.
Investing in the UK
The deal will bring Sierra Tequila’s existing UK distribution under the direct control of Stock Spirits.
The group will begin its UK expansion with the launch of two new products: Sierra Tequila ready-to-drink (RTD) cocktails and Limonce Aperitivo.
Further investment is planned for team expansion, brand development, and product innovation in the future.
Commenting on the sale, Bill Oddy and Denise McArdle, directors at The Drinks Company, said: “We are delighted to have been at the heart of building the Sierra Tequila brand in the British Isles since 1997, from ‘zero to hero’ with consistency, quality and value. Sierra Tequila enjoyed its best year ever in 2024, and the story continues.
“We are proud to have shepherded the brand to its leading position over 28 years, with a whole generation growing up and supporting the brand.
“We continue to recruit new consumers, and our latest Sierra Tequila RTDs made with Sierra Tequila natural juices and strawberry and lime flavours will enable more to access, sample and enjoy the Tequila category where Sierra Tequila is spearheading mainstream growth and RTDs will become both a bridge to the category and drive a Spritz-style product in its own right.”
The duo concluded: “We have already worked together for several years, and the full integration of the businesses is a natural progression that will surely benefit our customers, staff, and consumers.”
At The Tequila & Mezcal Masters 2025, Sierra Tequila was recognised with three Gold medals for Blanco, Reposado, and Antiguo Plata, as well as a Master award for Sierra Tequila Antiguo Reposado.
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