Netherlands-based Lucas Bols Co has appointed Paragon Brands to distribute three brands in the UK market, including its namesake line of liqueurs.
The arrangement, which will take effect from 1 April, will also see Manchester-based Paragon take over the distribution for Galliano and Bols Genever. The three brands were previously distributed by Maverick Drinks in the country.
Paragon said it hopes to add “a renewed focus on the on-trade” for Lucas Bols’ range and to foster “a deep connection with the UK bartending community”. The company also looks after UK distribution of brands including Maspex Group’s Żubrówka vodka, Zamora Co-owned Licor 43 and non-alcoholic start-up Caleño.
“This partnership perfectly complements our existing portfolio,” said Paragon MD Chris Jones. “From the homegrown, scaling brands to the global icons, our team is built to ensure brands thrive in UK hospitality and beyond. Representing such an iconic and revered company is a real privilege. We look forward to a successful future together.”
Earlier this year, Lucas Bols released details of a global campaign to mark the 40th anniversary of Passoa fruit liqueur. The ‘Taste the Sunset’ activation promotes the early-evening consumption occasion.
