Beam Suntory has moved the UK distribution of its Sauza Tequilas, Larios Premium 12 gin and Kilbeggan and Tyrconnell whiskey brands from Maxxium to Conviviality's Catalyst Brands.
Beam Suntory's Sauza Tequila will now be handled by Catalyst Brands in the UK
Catalyst will also distribute Spanish whiskey DYC. The deal commences on 1 April and comprises exclusive rights in the UK.
Jonathan Marsh, commercial director for Western Europe at Beam Suntory, said: "We recognise that the Maxxium business has done an excellent job in establishing the Sauza brand in the UK, whilst successfully introducing Larios 12 Premium Gin, Kilbeggan and Tyrconnell brands. We believe that there is an opportunity to build on these successes by implementing a focused approach to developing these brands further."
Catalyst will also launch Beam's Spanish Larios gin in the UK. Larios Premium 12, which includes 12 botanicals, is already available in the market.
Mark Riley, managing director of Maxxium UK said: "This new agreement will allow us to focus resources on our leading global whiskies, Cognac and vodka brands to drive accelerated, sustainable and profitable growth for the long-term health of the spirits' category."
In November, Conviviality agreed to purchase a majority stake in a bar and events company.
Sectors: Marketing – advertising & promotions, Spirits
Companies: Beam Suntory Inc, Maxxium
