Specialist on-trade wholesaler Matthew Clark is setting up a new division to handle major spirits brands on an agency basis across both the on- and off-trade.
Catalyst Brands will take over a number of spirits brands owned by Italian giant Campari in July.
They include Campari itself, along with Wild Turkey bourbon, Skyy vodka, Grant Scotch whisky, Cinzano vermouth, Glen Ouzo 12, Sagatiba cachaça, the aperitifs Aperol and Cynar, and the Frangelico, Illyquore and Irish Mist liqueur brands.
Catalyst will also distribute the Marie Brizard range of French liqueurs in the UK.
Matthew Clark group marketing director Gary Squire will head the new division which will have a dedicated team of 30.
Squire said it had the potential to become the UK’s largest drinks brand agency company. Catalyst hopes to attract more big-name brands by offering a shorter route-to-market, cutting a tier out of the traditional primary supplier/agency company/wholesaler route.
He said: “We believe there is a gap in the UK market for a brand agency which could deliver distribution, not only through the traditional on-trade and off-trade routes to market, but also at an outlet level, using insight to establish better engagement with consumers.”
The Campari-owned brands are currently handled by the Cellar Trends agency.
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