IRELAND: Castle signs Britvic for Boru distribution
Castle Brands has teamed up with Britvic in the Republic of Ireland to distribute its flagship spirit, Boru Vodka.
The company said today (6 September) that Britvic Licensed Wholesale, formerly known as C&C Wholesale, will distribute the brand across Ireland from 17 September.
The deal coincides with the launch of the new Boru bottle in Ireland, which includes a black and silver palette on a clear bottle.
The new bottle bears a "more contemporary" Boru Vodka logo as well as a sword and shield icon, Castle said. In addition, the bottle also contains vertical cuts representing swords and has a black shield debossed in the bottom third of the bottle.
Castle Brands managing director of international operations John Soden said: "The appointment of our new distribution partner, coupled with the launch of the new Boru bottle design, will help take Boru Vodka to the next level. Britvic offers a strong national distribution network and excellent trade relationships, which will be an important factor ensuring the success of the new Boru."
Britvic licensed wholesale commercial director Finbarr O'Doherty added: "With national distribution, this addition to our portfolio enables us to satisfy our customer requirements in the fastest growing spirits category."
Castle Brands recently reported first quarter net sales of US$5.6m, a 3% increase over the prior year quarter. As a result of increased marketing costs, however, the company reported a net loss of $4.4m for the period compared to $4.1m in the first quarter a year ago.
Britvic acquired C&C's Irish soft drinks and distribution business last month in a transaction worth EUR249.2m (US$337.5m).
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