Diageo handed Bushmills to Casa Cuervo earlier this year

Diageo handed Bushmills to Casa Cuervo earlier this year

Roust, the owner of Russian Standard vodka, is to take over distribution of Casa Cuervo's Bushmills Irish Whiskey in Russia.

The company said today it will replace Diageo's D Distribution unit as the exclusive handler of the whiskey brand. Diageo used to own Bushmills but handed it to Casa Cuervo in a swap deal for Tequila Don Julio earlier this year.

Roust said the distribution deal cements its position as the strategic partner in Russia for Casa Cuervo's global arm, Jose Cuervo International (JCI). Roust noted that it is also developing JCI brands in Italy and Hungary.

Oleg Kirillin, director general of Roust’s distribution company, Roust Inc, said: "Russia is a growing market for whiskey and we are thrilled to distribute such a legendary Irish whiskey as Bushmills."

The master blender of Casa Cuervo brand Jose Cuervo told just-drinks last week that the mixto segment of the Tequila category is on the cusp of "a golden age".

Expert analysis

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