Coca-Cola HBC has appointed Proof Drinks as the UK distributor for its recently-purchased Finlandia vodka brand.
“Proof Drinks has a proven track record of strong customer relationships and will support our strategic vision to bring the brand to further heights in the UK,” said Coca-Cola HBC’s premium spirits director, Yannis Athanasiadis.
Details of which company previously handled Finlandia’s distribution in the UK were not immediately available.
Coca-Cola HBC completed the acquisition of Finlandia in November from Brown-Forman for US$220m. Established in 1970, Finlandia still enjoys annual volumes of 2.7m cases annually, according to its new owner. The bulk of Finlandia’s sales are still generated in central and eastern European domestic markets.
Founded in 2010, Proof Drinks’ portfolio already includes Cazcabel tequila, Gruppo Montenegro and Compass Box Whisky’s portfolios, as well as the Brockmans gin and Duppy Share rum brands.
According to Global Drinks Intel’s analysis of the Finlandia sale published earlier this year, the brand’s declining sales, lack of premiumisation potential and the ongoing war in Ukraine were key factors in Brown-Forman’s decision to offload the brand.
