Distell Global Travel Retail signs InnoTRI distribution agreement to enhance Americas business

AMERICAS. Distell Global Travel Retail has signed a new distribution deal with InnoTRI, effective 1 January 2020, to support the South African liquor company’s development in the Americas.

InnoTRI will be Distell’s exclusive travel retail distributor for the US and parts of the Caribbean. The main focus of the partnership will be to grow the travel retail exclusive range from Scotch whisky brand Bunnahabhain, and increase awareness of Highland single malt Deanston and South African wine brand Nederburg.

Luke Maga says Distell is ready to accelerate its growth in the Americas

As reported, Distell has strong growth aspirations for global travel retail in the next five years. This commitment has been backed up by the recent appointment of Matthew Scott-Fairweather as General Manager – Americas.

Distell Global Travel Retail Managing Director Luke Maga said: “The partnership with InnoTRI and the recent addition of Matthew Scott-Fairweather to our team puts us in a strong position to accelerate our brands’ growth in what is an already well-established market for Distell Global Travel Retail. We’ve no doubt that [InnoTRI Co-founder & Manager] Christoph [Henkel] and his expert team at InnoTRI will generate new opportunities to drive brand equity and grow sales in the region.”

Henkel himself added: “We are delighted to add the internationally-recognised brands of Distell to our growing portfolio of premium and craft spirits brands. Since being founded in 2016, we have used a creative approach to focus on strategic opportunities for our partners, and [we] anticipate a bright future for Distell.”

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