Pernod Ricard to distribute Sovereign Brands’ ‘super premium’ products

Pernod Ricard UK will commence the distribution of Sovereign Brands’ ‘super premium’ portfolio of wine and spirits from 1 July 2023.

Distribution is formally transferring to Pernod Ricard UK from Amber Beverage as part of a long-term partnership initiated between Sovereign Brands and Pernod Ricard in September 2021. The brands involved include Luc Belaire, Bumbu Rum, McQueen & The Violet Fog, and Villon.

Pernod Ricard will utilise its extensive distribution network, market knowledge and expertise to unlock new growth opportunities for Sovereign’s wine and spirits brands in the UK.

In addition, a consolidated marketing drive will create new brand experiences for consumers and facilitate new brand launches – one of which will be The Deacon, a premium blended Scotch Whisky crafted from hand-selected drams from the Islay and Speyside regions of Scotland.

The Deacon is the first jointly developed brand from Pernod Ricard and Sovereign Brands and is due to hit shelves in the UK in July this year.

Ian Peart, commercial director at Pernod Ricard UK, comments: “We are excited to introduce Sovereign Brands’ inspiring portfolio to our network and drive its growth across the UK. This move aligns with our unwavering commitment to offer consumers the highest quality and most diverse selection of products.”

Brett Berish, a founder and CEO of Sovereign Brands, adds: “I’m looking forward to this next step in our collaboration with Pernod Ricard, working with them on the sales, marketing and distribution of our brands in the UK, including our newest brand, The Deacon – an exceptional blended Scotch. Pernod Ricard will undoubtedly elevate the distribution of our iconic portfolio.”