SIP Drinks will be headquartered in Paris

SIP Drinks will be headquartered in Paris

Scottish brewer Innis & Gunn has partnered with Spain's Grupo Diego Zamora to create a joint venture, which will handle their combined portfolios in France.

The company, SIP (Selected, Imported, Premium) Drinks, will import and distribute Innis & Gunn's beers as well as Zamora's portfolio, including Rioja Ramon Bilbao and liqueur Licor 43. The unit is based in Paris. 

The companies said today that the venture will initially concentrate on the on-trade and independent wine shops. SIP will also invest in "consumer trial, brand awareness and visibility".

Robert Eastham, Europe region director at Grupo Diego Zamora said: "In the complex organisation of drinks distribution in the French market, creating SIP Drinks with Innis & Gunn is the ideal solution for Grupo Zamora and its partner to address the issues that route to market raises: brand focus, resources, attention to detail and more."

Under the agreement Innis & Gunn and Grupo Diego Zamora will share all resources. Financial details of the deal were not disclosed. 

Last month, Innis & Gunn switched the US distribution of its range of beers from an in-house affiliate to United States Beverage.