Cellar Trends has been responsible for Stoli’s Louisiana-made Bayou Rum. The partnership will now include: Stolichnaya and the ultra-premium positioned, Elit ,vodkas. Previously, Maxxium UK distributed Stolichnaya and Elit.
In May, Stoli Group’s SPI Group subsidiary, Amber Beverage Group, announced that it had bought a minority stake in Cellar Trends.
Stoli Group global CEO Hugues Pietrini said: “As our portfolio expanded into new categories, it became important that we consolidated the brands and worked with a single distribution partner.
“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.”
Cellar Trends joint managing director, Martin Watts said: “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.”
The Stoli Group was established in 2013 as the division responsible for the management, distribution and marketing of the SPI Group’s global spirits portfolio.
