Crucial Drinks signs up European distributors

Scottish boutique drinks company Crucial Drinks has appointed two new European distributors as it eyes up international growth.

The company has signed up Maxxium Bulgaria and Gemany’s Seven-Spirits to boost its European growth plans. The two new partners will take on the distribution of Crucial Drinks portfolio this month. The company’s brands include The Lost Distillery Company, Six Saints and West Indies Rum & Cane Merchants

Last week, the Ayrshire-based company appointed former Southern Comfort director Ken Rose to head up its international business and global digital media strategy.

Crucial Drink’s co-founder Scott Watson said the new distribution deals were an exciting development in the company’s long-term growth plans. Watson founded the company along with his business partner Brian Woods in 2011 to create innovative whiskies and rums, but now exports to 40 international markets.

“Germany is a top five global priority for us, as the market continues to invest in craft Scotch whisky and rum, while Bulgaria also enjoys a sizable and ever increasing whisky market,” he said. “Both distributors have extensive experience and are leaders in their respective markets, which will support our brands abroad, increasing overall global reach.”