Sazerac Co has set up a new unit aimed at promoting and developing the craft spirits its handles in the US. 

The new division, Bond & Royal Spirits Co (B&R), will operate in conjunction with distributor Gemini Spirits & Wine, a Sazerac subsidiary, to push the craft brands in its portfolio. The unit will include a team of sales specialists and will also use marketing, PR and educational programmes to promote the spirits. 

Brands that Gemini currently handles include Del Maguey Single Village Mezcal, Campo de Encanto Pisco, Banks Rum, Siete Leguas Tequila, Glenfarclas Single Malt Scotch, Dimmi Liquore di Milano, and the Casa San Matias Tequilas. 

More brands will be “vetted and added to the portfolio", Sazerac said. 

Megan Hurtuk, head of marketing for Bond & Royal, said: “Our vision for B&R is to further spread the story of these high integrity spirits and develop additional brands, while fueling the energy, knowledge and overall conversation amongst the core of this burgeoning scene.”