American whiskey producer Luxco has appointed Craftwork as its distributor within the UK.
Luxco, which owns Lux Row Distillers and Limestone Department Distillery in Kentucky, stated the UK was a precedence marketplace for the agency and was a part of its enlargement technique for Europe. Luxco’s gross sales in Europe rose by 20% in 2020.
The corporate’s Insurgent and Blood Oath Bourbon manufacturers would be the first Luxco whiskeys to be listed with Craftwork within the UK.
Craftwork will exchange Amber Beverage UK, previously generally known as Cellar Traits, as UK distributor for Insurgent and Blood Oath.
Lightbox Manufacturers will remain responsible for UK distribution of Luxco’s Ezra Brooks, Yellowstone and Minor Case whiskey manufacturers.
Greg Mefford, worldwide gross sales director at Luxco, stated: “As we glance to proceed our development within the UK market, the workforce at Craftwork introduced their spectacular market information, experience, and fervour for including Insurgent and Blood Oath manufacturers as the primary Bourbons of their distinguished spirits portfolio.
“Craftwork has a confirmed observe file in constructing model presence within the UK. The enterprise’ method may be very targeted and can give Insurgent and Blood Oath the eye required to essentially drive development within the UK and produce these celebrated manufacturers to extra customers.”
Craftwork will give attention to on-trade activation, boosting model consciousness and driving e-commerce development.
Jeremy Rockett, founding father of Craftwork, added: “We’ve had our eye on the Bourbon class for some time and Lux Row Distillers’ Insurgent and Blood Oath ranges are the proper match for us. Each manufacturers are top quality and accessible, with an enviable provenance that gives a really spectacular product vary for us to supply our prospects.”
Final month, Luxco secured a UK listing for its Bourbon and rye whiskeys by retailer Oddbins.
London Bourbon Path
This month, Luxco will launch its inaugural London Bourbon Path as a part of the Cocktails within the Metropolis occasion, which can run till the top of July.
Six London bars have every created two cocktails that includes Insurgent Bourbon and Insurgent Small Batch Rye Whiskey. The accomplice venues are Fitz’s, Disrepute, TT Liquor, East London Liquor Firm (ELLC), Roots and Metropolis of London Distillery.
Guests to every bar can gather a stamp after consuming their cocktail to compete the Bourbon Path treasure map.
As soon as all stamps have been collected, drinkers will obtain a complimentary piece of Insurgent merchandise, and an unique low cost on any Insurgent buy from venues together with The Classic Home, Fitz’s, TT Liquor and ELLC.
In April 2021, MGP Substances completed its acquisition of Luxco in a deal valued at US$475 million.