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Catalyst to launch Spanish best seller Larios Gin in the UK

Published:  09 March, 2016

Catalyst Brands is to take on Spain's Larios Gin in the UK as part of a partnership with Beam Suntory which begins on April 1.

It will be the first time the premium gin brand has been officially launched in the UK.

Catalyst will be distributing three brand expressions: Larios, Larios 12 and Larios Rosé.

Larios has roots which can be traced back to 1866. It was launched under its current name in 1932.

It is a double-distilled dry London gin which uses traditional botanicals including juniper, coriander and orange peel.

It is the best selling gin in Spain.

Larios 12 takes its name from the twelve botanicals used in its creation, which include wild juniper, nutmeg, angelica root, coriander, Mediterranean lemon, orange, tangerine, mandarin, clementine, grapefruit, lime and orange blossom.

It is five-times distilled.

Larios Rosé is a strawberry-infused gin.

Other brands in the Beam Suntory portfolio which Catalyst will represent as part of the exclusive new deal include DYC whisky, Sauza tequila and the Tyrconnell and Kilbeggan Irish whisky brands.

Chris Jones, brand agency director for Catalyst Brands, said: "We are excited about the opportunity to work in partnership with Beam Suntory, one of the world's leading premium spirits companies, on these award-winning global brands.

"Our track record of growing established brand such as Campari and Marie Brizard, as well as successfully introducing brands like Aperol and Bottega Gold to the UK consumer, means that we are in a great position to accelerate the performance of these brands."

Larios 12 to launch in UK for the first time

Jonathan Marsh, Beam Suntory's commercial director for Western Europe, said: "Innovation is a key strategic pillar for growth in the Beam Suntory business, and we have identified Catalyst Brands as a key partner in building these brands within the UK.

"We recognise that the Maxxium business has done an excellent job in establishing the Sauza brand in the UK, whilst successfully introducing Larios 12 Premium Gin, Kilbeggan and Tyrconnell brands.

"We believe that there is an opportunity to build on these successes by implementing a focused approach to developing these brands further whilst launching one of the Beam Suntory group's flagship brands, Larios Gin, into the UK."

DYC expressions to be launched in the UK include the 5 Year Old, 8 Year Old and the Pure Malt.

Catalyst will represent six tequilas from the Sauza range: Sauza Gold, Sauza Silver, Sauza 901, Tres Generaciones Añejo, Tres Generaciones Reposado and Tres Generaciones Silver.

Three Kilbeggan variants will also be available: the Kilbeggan Original, Kilbeggan 8 Year Old, Kilbeggan Vintage

Alongside Tyrconnell Original, Catalyst are also taking on three Cask Editions from the Irish whisky brand: Madeira, Sherry, and Port.

Catalyst Brands is a sister company to leading on-trade distributor Matthew Clark.

Launched in 2012, it represents and supply drinks brands to the UK on and off-trade, providing bespoke solutions for brand owners across multiple trade channels.

As an agency with distribution capability at outlet level, it aims to offer both a better consumer engagement and a shorter supply chain than its competitors.