The Shout Magazine (New Zealand)

William Grant & Sons consolidates portfolio with Federal Merchants & Co

William Grant & Sons today announced plans to consolidate the majority of its portfolio of spirits in New Zealand with leading independent beverage distributor Federal Merchants & Co.

William Grant’s brands Glenfiddich, Grant’s and The Balvenie will move from Lion to Federal Merchants, joining Sailor Jerry, Tullamore D.E.W., Monkey Shoulder, Solerno and Hendrick’s, as Federal Merchants represent the majority of the William Grant’s brands in New Zealand.

“After a fantastic partnership with Lion spanning over 30 years, the difficult decision was made to make a change as we pursue a new consolidation strategy. We thank Lion for this long and successful partnership,” said William Grant’s General Manager Colin Rochester.

“We have been proud to represent and provide substantial growth for the William Grant’s whisky portfolio in New Zealand for over three decades,” said Adrian Hirst, Lion NZ’s Marketing Director – Spirits.

“We wish them all the best as they move into a new phase in New Zealand.”

The distribution agreement will see Federal Merchants bolster its premium spirits portfolio, resulting in a more comprehensive service to clients and the trade.

“We’re delighted to welcome Glenfiddich, Grant’s and The Balvenie to the Federal Merchants & Co portfolio,” said Aidin Dennis, Federal Merchants & Co’s Managing Director.

“We have continued to focus on premium spirit brands that delight consumers and we are privileged to strengthen our portfolio with these international market leaders. This also cements a key partnership between the two family owned companies and we look forward to strong continued growth with our trade partners.”

Federal Merchants & Co will take over distribution of the William Grant brands from 1 May 2017.

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