US spirits major Sazerac has picked Spanish business Osborne to distribute its products in the European country.
Osborne said today (15 June) the agreement will add Sazerac’s “internationally renowned brands”, including Buffalo Trace, Fireball and Southern Comfort to its distribution portfolio.
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The agreement became effective this month.
In its statement, the wine-and spirits firm, which produces brands like Carlos I brandy, said the deal “represents a significant boost to Osborne’s growth strategy in the premium spirits segment”.
It also said the agreement will allow the companies “to develop a joint strategy aimed at increasing the distribution, visibility and market positioning of Sazerac brands in Spain, driving sustainable growth in a market that continues to show rising interest in premium and high-value-added categories”.
Rafael Magalón, the commercial director at Osborne, added: “This agreement reinforces our commitment to building a market-leading premium portfolio – allowing us to enter the premium and super-premium whiskey segments – and gives us the opportunity to accelerate the growth of iconic brands like Fireball, Buffalo Trace, and Eagle Rare in the Spanish market.”
Just Drinks has contacted both companies for details on the history of Sazerac’s distribution in the market.
Osborne said it was picked to distribute Sazerac’s spirits in Spain “based on its extensive experience in building and developing premium brands”.
It also said it was selected due to “its established sales infrastructure, which ensures nationwide coverage across key distribution channels: hospitality, retail, cash and carry, and convenience stores”.
Last week, Osborne announced it had secured a three-year contract to distribute Asahi Group Holdings’ Nikka whisky range in Spain.
It is taking over distribution of the brand from Spanish wine group Familia Torres, which had distributed Nikka in the market since 2015.
Other spirits brands in Osborne’s Spanish distribution portfolio include Illva Saronno’s Disaronno and Tia Maria brands.
