France-based Spiribam has secured agreement with seven spirits brand owners to handle their spirits marks in its domestic market.
Just over a week since the company, which is owned by conglomerate Groupe Bernard Hayot, bolstered its owned-brands stable by buying a majority holding in Le Philtre vodka, Spiribam released details of what it called its “diversification strategy”. The move will consist of a prioritised focus on the on-premise channel in the country.
The seven brands are:
- Turntable blended scotch whisky
- Sailor’s Home Irish whiskey
- Indri Indian single malt
- The English Whisky Distillery English single malt
- El Sueño and Siete Leguas tequilas, and
- Trascendente mezcal.
According to the Spiribam France division, the additions now allow it to “cover the full spectrum of premium spirits categories: rum, whisky, agave, vodka and liqueurs”.
“Our historic brands are firmly established in France and benefit from strong nationwide coverage,” said Spiribam CEO Gregoire Gueden. “We felt the time had come to open our distribution network to partner brands that resemble us and share our values.
“We are convinced that our commercial and marketing expertise will provide them with an outstanding growth platform.”
In early 2023, Groupe Bernard Hayot acquired UK distribution business Mangrove for an undisclosed fee.
