Stoli Group has appointed Cellar Trends exclusive distributor for its portfolio of award-winning spirits brands in the United Kingdom, effective January 1, 2018. Previously, Cellar Trends had been responsible for the group’s Louisiana-distilled Bayou Rum, but now the partnership now extends to its namesake brand, Stoli Vodka, and the ultra-luxury elit Vodka. (Previously, Maxxium UK distributed Stoli and elit for the country.)
“As our portfolio expanded into new categories, it became important that we consolidate the brands and work with a single distribution partner,” said Hugues Pietrini, Global CEO of Stoli Group. “We thank Maxxium for all of its efforts in laying a solid foundation for our vodkas in the United Kingdom and look forward to building on it with Cellar Trends, which has a strong track record in building brands in this strategic market for our company’s portfolio.”
In May, Stoli Group’s fellow SPI Group subsidiary, Amber Beverage Group, acquired minority stake in Cellar Trends and entered into a strategic alliance with the U.K. organization with the aim of increasing its international footprint.