Together the two spirits companies will create a joint on trade sales team to increase their reach and coverage in this channel.
The combined portfolio will include The Kraken Black Spiced Rum, Bushmills Irish Whiskey, Jose Cuervo Tequila, Jura Single Malt, Wildcat Gin among others and the sales team will focus on eight UK cities.
Whyte & Mackay UK general manager 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 believe deeply in the power of building brands through our partners in the on trade. Interest in premium spirits is at an all time high and the time is right for the two portfolios to join forces and target consumers in bars and pubs.”
Box Marketing has been appointed as the third-party field sales group to manage the operation and will not affect the existing Whyte & Mackay and Proximo Spirits sales team.
