Maverick Drinks has won UK distribution rights for Irish whiskey brand Teeling.
The distributor, whose portfolio also includes the likes of Ableforth’s, That Boutique-y Whisky Company and Empirical Spirits, will take over responsibility for selling and marketing the whiskey brand from 1 January from current distributor Marussia Beverages.
Teeling’s range includes three whiskeys: Small Batch Whiskey, finished in Central American rum casks, Single Grain, matured in red wine casks, and Single Malt. They are all 46% abv (rsp: £36.95-£54.95/70cl).
Teeling was “exactly the kind of brand we are always looking for”, said Maverick head of brand development Michael Vachon.
“It has everything - great design, extraordinary value, wonderful people, a real link to the community, and delicious, award-winning liquid.”
Teeling MD and founder Jack Teeling added Maverick was “best placed to evolve our business in the UK market for the years to come”.
The news comes as sales of imported whiskeys - primarily from Ireland and the US - are flying.
Sales of Irish whiskeys alone were up 16.2% (£6.75m) to £48.5m as of this summer, although the lion’s share of that growth belonged to market leader Jameson [Nielsen 52 w/e 14 July 2018].