Cellar Trends lands UK distribution deal with Stoli

Vodka-maker Stoli Group has made Cellar Trends the exclusive distributor for its spirits brands in the UK.

Cellar Trends will become the sole distributor of vodka brands Stolichnaya and elit in the UK next year.

Cellar Trends will distribute vodka brands Stolichnaya and elit in the UK from January 2018, after brand-owner SPI Group acquired a minority stake in the company.

Previously, Maxxium UK distributed Stoli and elit for the country.

Earlier this year Cellar Trends, which is also responsible for the distribution of Bayou Rum, took over all sales, distribution and marketing for Amber Beverage Groups’s Moskovskaya in the UK.

“As our portfolio expanded into new categories, it became important that we consolidated the brands and worked with a single distribution partner,” said Hugues Pietrini, Global CEO of Stoli Group.

“We thank Maxxium for all of their efforts in laying a solid foundation for our vodkas in the United Kingdom and look forward to building on it with Cellar Trends, who have a strong track record in building brands in what it is a strategic market for our company’s portfolio.”

Mark Riley, Managing Director at Maxxium UK said that the new deal allows the company “to focus resources on our leading global portfolio of premium spirit brands.

“Maxxium is the largest supplier of branded whiskies and cognac in the UK, and we look forward to working with our trade partners to drive growth in these dynamic categories. We wish Stoli Group and the new Stoli team well for the future.”

Martin Watts, Joint Managing Director at Cellar Trends, offered, “These vodka brands bring distinctive credentials to our current spirits offerings – Stoli with its near 80-year heritage, and elit as one of the highest-rated white spirits in the world.”