Sovereign Brands Partners with Pernod Ricard UK for Distribution of Premium Wines and Spirits in the UK Market
Sovereign Brands, the owner of Bumbu Rum, has recently secured a distribution contract with Pernod Ricard UK.
This new deal will allow Pernod Ricard UK to distribute Sovereign Brands’ selection of wines and spirits across the UK.
Sovereign Brands, the company behind well-known labels such as Luc Belaire, McQueen & The Violet Fog, and Villion, will see its distribution deal take effect from 1st July.
Ian Peart, the commercial director of Pernod Ricard UK, stated: “This step corresponds with our unwavering dedication to providing consumers with a diverse range of products of the highest quality.”
This partnership between Sovereign Brands and Pernod Ricard UK is an expansion of their long-standing business relationship.
In September 2021, Pernod Ricard acquired a minority stake in Sovereign Brands, then extended its ownership in October 2022, although the specific amount remains undisclosed.
This strengthened alliance will facilitate Sovereign Brands in creating fresh brand experiences and introducing new products to the market. This will kick off with the introduction of The Deacon, a high-quality blended Scotch whisky derived from the liquids sourced from Islay and Speyside in Scotland.
The Deacon is the initial brand to be jointly developed by these two businesses. Its launch in the UK will take place in July, following the global announcement made in February.
Brett Berish, a founder and CEO of Sovereign Brands, commented: “I’m excited about this next phase of our partnership with Pernod Ricard, as we collaborate on the sales, marketing and distribution of our brands within the UK, inclusive of our latest brand, The Deacon – an exceptional blended Scotch.
“Undoubtedly, Pernod Ricard shall elevate the distribution of our illustrious portfolio.”
Prior to this, Amber Beverage Group served as the UK distributor of the portfolio owned by Bumbu Rum’s parent company.
