LUXCO ANNOUNCES NEW UK DISTRIBUTOR AND INAUGURAL LONDON BOURBON TRAIL

Luxco, has today announced a new UK distributor for its Rebel and Blood Oath American whiskey brands.

The St. Louis based drinks producer, has appointed spirits distributor Craftwork to grow its UK sales, as it continues to respond to increasing global demand for its range of bourbon and rye whiskeys.

Luxco announces new UK distributor and inaugrul London Bourbon Trail

Continuing to prioritise the UK market as part of its European expansion strategy, Luxco saw its European sales rise by 20% in 2020.

Commenting on the news, Greg Mefford, International Sales Director at Luxco, said: “As we look to continue our growth in the UK market, the team at Craftwork presented their impressive market knowledge, expertise, and passion for adding Rebel and Blood Oath brands as the first bourbons in their distinguished spirits portfolio.”

Greg went onto say: “Craftwork has a proven track record in building brand presence in the UK. The business’ approach is very focussed and will give Rebel and Blood Oath the attention required to really drive growth in the UK and bring these celebrated brands to more consumers. We look forward to seeing where the partnership takes us as we continue to develop new products for the UK market.”

This month, the Luxco owned Lux Row Distillers will also launch its inaugural London Bourbon Trail as part of the Cocktails in the City event, which will run until the end of July.

Working in partnership with six London bars including Fitz’s, Disrepute, T.T. Liquor, East London Liquor Company, Roots and City of London Distillery, each has developed two unique cocktails featuring Rebel Kentucky Straight Bourbon and Rebel Small Batch Rye.

Guests can visit each venue and collect a stamp for each cocktail on their Bourbon Trail map. Once all stamps are collected, they will receive a complimentary piece of Rebel merchandise. They will also receive an exclusive discount on any Rebel purchase from a selection of venues.

Posted by Steve Rush

CARDHU DISTILLERY REOPENS ITS DOORS FOLLOWING REVAMP

Diageo, has today announced the reopening its Cardhu distillery and visitors centre, following a multi-million-pound revamp.

The new visitor experience celebrates the Speyside based distillery’s 200 year history and legacy as a pivotal part of the Johnnie Walker blended Scotch whisky story.

Cardhu Distillery reopens its doors following revamp

Cardhu is the third of the ‘Four Corner’ Johnnie Walker distillery experiences, which are single malt distilleries that represent Scotland’s four whisky making regions and contribute to the namesake blended Scotch whisky.

The news follows on from the revamp and reopening of two of its other ‘four corners’ distilleries; Glenkinchie in the Lowlands and Clynelish in the Highlands, as part of Diageo’s £185 million investment into the transformation of its Scotch whisky visitor experiences.

Following on from the launch of Johnnie Walker Princes Street later this Summer, the centre-piece attraction in the company’s ambition for whisky tourism in Scotland, the Caol Ila Distillery on Islay will be next to reopen in 2022, completing its ‘four corners’ story.

Commenting on the news, Cristina Diezhandino, Diageo Chief Marketing Officer, said: “Cardhu is a special whisky, a special distillery with a special history and heritage, and the investment we have made creates an exciting and engaging experience that will surprise and delight visitors whether they are local staycationers in the UK or tourists from around the globe when they are able to travel.”

Back in May, Diageo announced the reopening of its restored Brora distillery, which originally closed in 1983, as a part of an additional £35 million investment to bring its iconic Brora and Port Ellen distilleries back to life.

Posted by Steve Rush