The decision to select Spirit Cartel, announced yesterday, comes just over four months after similar steps were taken in several markets in south-east Europe. When contacted by Global Drinks Intel, a spokesperson for US-based Fifth Generation said Spirit Cartel will replace C&C Group’s Matthew Clark division in the country.
“It’s always about the right fit,” said Tito’s international MD, John McDonnell. “We continually evaluate all of our distributors to ensure our brand is represented by companies who best understand us and are able to help us grow in the market.
“Spirit Cartel has already opened new opportunities for the brand,” McDonnell added. “They have a clear route-to-market that will only continue to help us expand Tito’s Handmade Vodka into more bars, restaurants and retailers across the country.”
Based in London, Spirit Cartel also holds the UK distribution responsibilities for the Four Roses bourbon and 818 tequila brands.
In late 2022, Tito’s took top spot on digital ordering platform Union’s chart of drinks orders in the US on-premise channel.
