The Islay Spirits Company, producer of The Original Islay Rum, has agreed a distribution partnership with German spirits importer Kirsch Import.

Under the agreement, Kirsch Import will take the brand’s core portfolio of rums into new accounts across Germany, building on the distillery’s direct-to-consumer sales, which already ship domestically in the UK from its website.

Andrew Crook, director at The Islay Spirits Company, said: “As a family-owned, independent business, we feel very closely aligned with the Kirsch Import team. They share our values in good, honest business and they have seen the magic of The Original Islay Rum.

“Germany is one of the most knowledgeable spirits markets in the world, and its drinkers already have a deep affection for Islay whisky. Kirsch has spent 50 years earning the trust of that audience, and there’s no better partner to introduce our rum to it,” Crook continued.

The core range comprises three expressions: The Original Islay Rum Barrel Aged rested in ex-peated Islay whisky casks; The Original Islay Rum Geal single white rum; and The Original Islay Rum Peat Spiced.

Christoph Kirsch, managing director at Kirsch Import, added: “Fifty years in this business makes you careful about what you take on. We get offered a lot of rum and say no to most of it, but this is their own spirit, distilled in Port Ellen, not bought in and dressed up. Islay is home ground for us. We have sold whisky from that island to German drinkers for decades, so we know the audience will be curious about this one.”