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MBG Group to distribute Cutty Sark in Germany - Scotch whisky in Germany data

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La Martiniquaise-Bardinet has selected MBG Group to handle distribution of its Cutty Sark blended Scotch whisky in Germany.

La Martiniquaise-Bardinet has selected a new distributor for Cutty Sark in Germany

La Martiniquaise-Bardinet has selected a new distributor for Cutty Sark in Germany

The French group, which acquired Cutty from Edrington in late-2018, announced today that MBG will commence distribution in the country this month. Details of the duration of the agreement were not disclosed.

When contacted by just-drinks, nobody was immediately available at Martiniquaise to confirm who had previously dealt with the brand's German distribution.

"We are proud to take ownership of this powerful brand in Germany," said MBG CEO Andreas Herb. "Cutty Sark perfectly complements our portfolio of international brands including … Salitos (lager, an original-flavour variant of which was launched last year), … 9 Mile Vodka as well as our newest portfolio additions, Silent Pool and Mermaid Gin from the UK.

"This collaboration with La Martiniquaise is a major step forward to accelerate our international expansion. It will further strengthen our position in Europe and boost our presence in the spirits sector."

Scotch Whisky in Germany - Volume Trends 2014-2023

Source: GlobalData

The Scotch whisky category in Germany is in growth, although only slightly. In 2015, according to GlobalData, volumes in the country totally just over 1.7m nine-litre cases, rising last year by an estimated 9.5% to almost 1.84m cases.

Looking forward, volumes in 2023 are forecast to break 1.97m cases, which would be a 17.5% increase over ten years.

The spirits category in 2019 - just-drinks' Review of the Year


Sectors: Spirits

Companies: Cutty Sark, The Edrington Group

Expert Analysis

Whiskey (Spirits) Market in Germany - Outlook to 2022: Market Size, Growth and Forecast Analytics

Whiskey (Spirits) Market in Germany - Outlook to 2022: Market Size, Growth and Forecast Analytics

Whiskey (Spirits) Market in Germany - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Whiskey market in Germany.

VIEW REPORT

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