Cask takes over WhistlePig distribution in UK
Vermont-based whiskey distillery WhistlePig has named Cask Liquid Marketing as its UK distributor, marking a major step in the brand’s next phase of global expansion.
The move marks the end of an international distribution partnership with Moët Hennessy that successfully established WhistlePig in the UK.
Alex Roberts, CEO of WhistlePig, said: “We would like to extend our sincere thanks to Moët Hennessy for their fantastic work, dedication, and partnership over the years. They played an essential role in building WhistlePig in the UK.
“The UK remains one of our most strategic global markets, and we are delighted to partner with Cask to accelerate the next phase of WhistlePig’s growth in category-defining luxury rye whiskey.”
Now, the brand is aiming to accelerate its momentum in ultra-premium and luxury American whiskey.
Through this new agreement, Cask will distribute WhistlePig’s full portfolio in the UK, including its Small Batch Rye Aged 10 Years.
Leveraging its premium spirits platform, Cask will also deliver efficiencies of scale across the UK, further strengthening WhistlePig’s
Stuart Ekins, co-founder of Cask, said: “WhistlePig is one of the most respected and innovative rye whiskey brands in the world. Its commitment to quality, terroir and bold flavour innovation makes it a perfect fit for the UK premium spirits market. We are excited to build the next chapter of WhistlePig’s success in the UK and to bring its exceptional range to an even wider audience.”
The transition will be led by Niccolò Ragazzoni, international development, WhistlePig, whose leadership and international expertise will accelerate the rollout of this partnership and support WhistlePig’s global growth ambitions.
“WhistlePig is doubling down on its ambition to bring bold, award-winning American whiskey to more markets around the world,” said Ragazzoni. “In 2025, WhistlePig partnered with the World’s 50 Best Hotels, celebrating global hospitality and sponsoring the Highest Climber Award.
“Our new export distribution model with partners like Cask allows us to elevate the brand in key markets such as the UK while building long-term, sustainable growth.”
Earlier this month, Cask was appointed the UK distributor for non-alcoholic ‘spirits’ brand Clean Co.
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