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US: William Grant & Sons signs Stolichnaya deal with Charmer Sunbelt Group

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Scotch whisky group William Grant & Sons has signed a new distribution deal in the US with The Charmer Sunbelt Group, as part of its strategy to reinvigorate Stolichnaya vodka in the country.

Charmer will handle distribution of Stolichnaya vodka in several states, in addition to the entire William Grant portfolio, the firms announced jointly on Friday (30 January).

William Grant & Sons said late last year that it had secured the distribution licence for Stolichnaya in the US, from brand owner SPI Group.

Simon Hunt, president of William Grant & Sons USA, said: "Our decision to appoint Charmer Sunbelt Group in these markets allows us to further strengthen that relationship as we implement a new in market strategy for Stolichnaya and reinforce the existing strategy for our entire portfolio of super-premium spirits brands."

He added: "We are dedicated to returning the iconic brand of Stolichnaya back to growth and establishing this distributor network is the first step along that path."

Charmer will distribute Stolichnaya in New York, Delaware, Maryland, The District of Columbia, Virginia, South Carolina, Florida and Colorado.

Separately, the entire William Grant Portfolio will be moved to Charmer's base in Pennsylvania.

 


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