ESTONIA/UK: Baltic Beer Company switches Viru distributors
Baltic Beer Company has changed distributors for Viru in the UK and the US
Baltic Beer Company has confirmed changes of distribution for its Viru beer brand in the UK and the US.
The company, which owns the Estonian beer brand but is based in London, said earlier today (21 August) that it will switch distribution in the UK to Matthew Clark-controlled Catalyst Brands. The beer was previously handled by Global Brands, which inherited Viru when it bought Inspirit Brands in May 2010.
“We feel that Global Brands and Inspirit have done a decent job, but we're ready to play with one of the bigger boys,” said Baltic Beer Co's director, Paul Baxendale.
In the US, Dolce Beverage Group has been appointed as exclusive importers. The Illinois-based company replaces C2 Imports, which handled Viru for around three years.
“We're convinced the new importers can take the brand to the next stage,” Baxendale added.
Viru is available in 20 export markets, with Taiwan and Poland coming on board earlier this year.
Matthew Clark, jointly-owned by Accolade Wines and Punch Taverns, set up Catalyst Brands earlier this year. The division distributes Campari's spirits brands in the UK, as well as Diageo's Blossom Hill and Pernod Ricard's Jacob's Creek wine brands.
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