Cellar Trends to distribute Uisce Beatha Irish whiskey

14 April, 2014

ROK Drinks has signed a multi-year agreement with UK distributor Cellar Trends for the distribution of Uisce Beatha Real Irish Whiskey with immediate effect.

The move is part of Cellar Trends strategy to expand its whisky porfolio, a growth category in the UK.  

Martin Watts, managing director and co-founder of Cellar Trends said: “We pride ourselves on our ability to identify the very best new products in the drinks market and in Uisce Beatha Real Irish Whiskey we have found an absolute winner.

“Beautifully packaged and designed for real on-shelf stand-out, Uisce Beatha is a superior blend of Irish whiskey which we are delighted to represent in the UK market."

ROK Drinks is a division of Rok Stars, which was co-founded by John Paul DeJoria, entrepreneur and co-founder of Patron tequila, and Jonathan Kendrick.

Kendrick, chairman of ROK Stars said: “We are particularly pleased to be working with Cellar Trends to market and distribute Uisce Beatha Real Irish Whiskey across the UK on an exclusive basis as this development is a key part of our rapid deployment of the ROK Drinks portfolio internationally.”

According to Rok Drinks, the Gaelic ‘Uisce Beatha’ means ‘water of life’ and is pronounced ‘ish-ka ba-ha’.

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