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C&C liqueurs move to First Drinks
Distribution of the C&C Group’s spirit and liqueur portfolio in the UK has switched from Maxxium to First Drinks following the group’s sale to William Grant & Sons.
The sale was concluded last month as C&C turned to focus investment more on the cider-led long drinks segment of its portfolio and to minimise debt.
The brands concerned are Tullamore Dew Irish Whiskey, Carolans and Irish Mist.
The addition of Irish Tullamore Dew to William Grant offers an interesting addition to an until-now Scotch-focused premium whiskey selection.
Chris Mason, managing director of First Drinks, said: “As part of William Grant & Sons, it makes sense for us to assume control of these brands in the UK.
“Prior to the acquisition by William Grant & Sons these brands have been successfully developed by Maxxium UK and we are taking them on in great shape.
“First Drinks has an established range of premium spirits and one of the best-balanced portfolios in the industry.
“We are confident that by using our brand building expertise, we can further accelerate the success and growth of Tullamore Dew, Carolans and Irish Mist.”
The new brands will officially be incorporated into First Drinks’ business from early September.
Maxxium UK managing director Huw Pennell explained that the move of the C&C brands to the William Grant subsidiary First Drinks was “inevitable”, but felt that it allowed Maxxium UK to focus on its own premium portfolio.
Marinel FitzSimons, 11.08.2010