CVH Spirits has expanded its partnership with King of Reach by B&S through a new distribution agreement covering Europe, the Middle East, Africa and Asia.
The deal advances the premium Scotch whisky producer’s strategy to build sustainable international growth, extend its global footprint and strengthen its presence in global travel retail.
King of Reach will leverage its regional teams, digital infrastructure and end-to-end logistics network to support market development and customer service across airports, airlines, border shops, ferries, cruise operators and other duty-free channels.
Its local market expertise will support compliance with regional requirements and help ensure a consistent route to market and dependable product availability.
The distribution deal will extend the market reach of CVH Spirits’ premium portfolio, which includes Bunnahabhain, Deanston, Tobermory and Ledaig single malts, Black Bottle and Scottish Leader blended Scotch whiskies, and Angostura Rum.
CVH Spirits Head of Global Travel Retail Lynsey Eades said, “Expanding our partnership with King of Reach is an exciting next step for CVH Spirits. Europe, the Middle East, Africa and Asia Pacific present substantial opportunities for our brands, and this agreement gives us a strong, integrated platform from which to build.
“By combining our distinctive portfolio and ambitious brand plans with King of Reach’s regional knowledge, customer relationships and operational capabilities, we can deliver greater availability, stronger execution and more engaging experiences for travellers.”
King of Reach by B&S Global Sales Director Duty Free & Travel Retail Luke Maga added, “We are proud to extend our partnership with CVH Spirits across these strategically important regions.
“Its portfolio brings together exceptional quality, provenance and compelling stories that resonate strongly with travelling consumers.
“Our focus on delivering brand value, supported by a connected distribution model will enable us to support customers locally while delivering the consistency, agility and service required to grow the brands at scale.”
The partners will collaborate on customer development, targeted activations, staff engagement and brand education, with a focus on strengthening brand engagement across key points in the traveller journey. ✈
