InnoTRI will be Distell Global Travel Retail’s exclusive distributor for the USA travel retail channel and parts of the Caribbean beginning January 1, 2020. The main focus of the partnership will be to grow the Amarula business, push the Bunnahabhain TR exclusive range, and increase awareness of Highland single malt Deanston and South African wine brand Nederburg, say the companies.
“The partnership with InnoTRI and the recent addition of Matthew Scott-Fairweather to our team puts us in a strong position to accelerate our brands’ growth in what is an already well-established market for Distell Global Travel Retail. We’ve no doubt that Christoph and his expert team at InnoTRI will generate new opportunities to drive brand equity and grow sales in the region,” says Luke Maga, Distell Global Travel Retail Managing Director.
Christoph Henkel, InnoTRI Co-founder and Manager, comments: “We are delighted to add the internationally-recognized brands of Distell to our growing portfolio of premium and craft spirit brands. Since being founded in 2016, we have used a creative approach to focus on strategic opportunities for our partners and anticipate a bright future for Distell.”