Hi-Spirits to distribute Paddy Irish Whiskey in UK
Hi-Spirits will take on the UK distribution rights for Irish whiskey Paddy from 1 July.
The new agreement covers distribution in the UK off-trade, on-trade and travel markets and it follows the acquisition of the Paddy brand by US spirits company Sazerac in May.
Paddy Irish Whiskey, which is the world’s fourth biggest Irish whiskey brand, will continue to be produced by former brand owner Irish Distillers at the Midleton Distillery in Cork.
Dan Bolton, managing director of Hi-Spirits, said: “Paddy is a wonderful fit with our existing portfolio. Both Irish and American whiskey have seen strong growth over recent years, and being able to offer our customers Paddy alongside the Buffalo Trace American whiskey portfolio is a significant development.
“We have a very successful track record in growing Sazerac brands, including Buffalo Trace and Fireball, in the UK market. The addition of Paddy, coming hot on the heels of Sazerac’s acquisition of Southern Comfort and Tuaca earlier this year, means it’s an exciting - and busy - time for Hi-Spirits.”
Globally Irish whisky experienced the fastest volume growth of any spirits category in the last five years, according to Hi-Spirits. Sazerac has indicated its acquisition of Paddy will be supported by a sizeable investment to support its future growth.