WHYTE & MACKAY has formed a new sales alliance for the UK on-trade which will see its brands, including its eponymous blended Scotch, sold alongside premium spirits such as Bushmills Irish Whiskey and Jose Cuervo Tequila.
The agreement with London-based Proximo Spirits unites the sales teams of the two organisations in a move designed to extend their reach and coverage in the on-trade.
It means Whyte & Mackay brands such as The Dalmore, Jura and Tamnavulin will join a broader portfolio which also includes Proximo’s 1800 Tequila, Tincup American Whiskey, Boodles Gin and The Kraken Black Spiced Rum.
The sales forces of Glasgow-based Whyte & Mackay, now owned by Emperador Inc of the Philippines, and Proximo are not affected by the new arrangement. The most recent accounts for Whyte & Mackay at Companies House show it employed 180 staff in sales, distribution and administration roles in the year ended December 2016
Whyte & Mackay’s Mike Greggs said: “The Whyte & Mackay and Proximo partnership brings together two strong portfolios of brands to create a compelling offering for the on-trade. We are proud of our entrepreneurial spirit and recognised that spirit in the team at Proximo. We believe deeply in the power of building brands through our partners in the on-trade.”
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