Diageo has outsourced the UK sales and marketing of two of its spirits brands in the first deal of its kind for the company.
Global Brands, the producer of the VK Vodka Kick RTD, has won the contract to handle Myers's Rum and Goldschlager.
The company was "continually looking at ways to maximise opportunities for brands", said James Pennefather, Diageo's whisky brand director.
"The agreement will allow Global to really focus on these two brands and unlock growth," he added.
Both brands fitted well with its distribution base and with its expansion into the spirit market, said Global MD Steve Perez.
Global has added Danzka and Sobieski vodkas from Denmark and Poland, and Ypioca cachaça from Brazil to its range in a bid to offset any problems caused by the decline of RTDs.
Diageo outsources sales and marketing of Red Stripe lager to Wells & Young's, but this is the first arrangement for its spirits brands.