The rollout, announced this week, covers the full American whiskey portfolio under Barrell’s namesake brand and applies to both the on- and off-premise channels in the country. The additional market adds the UK to a footprint that includes 49 states in the US, Australia and Canada.
Barrell will sit alongside Lalique’s The Glenturret scotch whisky and independently-owned tequila brand Casa Dragones, among others, on Axiom’s books.
“We’re excited to partner with Axiom Brands – an independent company like Barrell Craft Spirits, which is both passionate about and deeply immersed in the UK drinks market,” said BCS founder Joe Beatrice. “The UK is a crucial distilled spirits market as we look to expand our distribution abroad.”
Data released by the Distilled Spirits Council of the US last month indicated a healthy export landscape for American whiskey. According to the trade association, the category’s shipments were up 9% last year, hitting a new high of US$1.4bn.
