William Grant & Sons has announced plans to consolidate the majority of its portfolio of spirits in New Zealand with leading independent beverage distributor Federal Merchants & Co. William Grant’s brands Glenfiddich, Grant’s and The Balvenie will move from Lion to Federal Merchants, joining Sailor Jerry, Tullamore D.E.W., Monkey Shoulder, Solerno and Hendrick’s, as Federal Merchants represent the majority of the William Grant’s brands in New Zealand.
“After a fantastic partnership with Lion spanning over 30 years, the difficult decision was made to make a change as we pursue a new consolidation strategy. We thank Lion for this long and successful partnership,” said William Grant’s general manager Colin Rochester. The distribution agreement will see Federal Merchants bolster its premium spirits portfolio, resulting in a more comprehensive service to clients and the trade. Federal Merchants & Co will take over distribution of the William Grant brands from 1 May 2017.
