Cellar Trends Strengthens Whisky Portfolio


The New Year is off to an excellent start for family run distributor Cellar Trends, set to strengthen its whisky offering by adding three new brands to its extensive portfolio.

From mid-January, Cellar Trends will handle all sales, distribution and marketing for Rebel Yell Bourbon, Akashi Japanese Whisky and Togouchi Japanese Whisky. The three new additions sit alongside existing whisky brands within the Cellar Trends group including the Douglas Laing Scottish Remarkable Regional Malts, Jefferson’s Bourbon and Uisce Beatha Irish Whiskey. With American, Japanese and Malt Whisky all in areas of growth [i] Cellar Trends is committed to delivering extensive rise in volume and distribution for its whisky portfolio throughout 2016.

Rebel Yell Bourbon

Family-owned alcohol, wine and spirits supplier, Luxco, has been growing its drinks collection of whiskey, gin, tequila and rum for over 55 years. Within its collection is The Rebel Yell Bourbon range, comprising a Bourbon, Reserve and Rye and incorporates a recipe that has been perfected by outlaws for more than 150 years.

The Rebel Yell recipe comes from the Stitzel-Weller family of Bourbon which also includes Pappy Van Winkle. With Rye in huge demand and renowned for stock shortages within the UK, Cellar Trends will be working with Rebel Yell Bourbon to launch the new packaging and range to appeal to new a new millennial target and create a more successful brand.

Akashi Japanese Whisky

Akashi is known as the official Whisky of the Japanese ‘White Oak’ distillery. The distillery is located within the small city of Akashi and built in Scottish style. Famed for producing malt whiskies on a very small scale, Cellar Trends is looking forward to working with Akashi 40% single malt and 40% blend.

Togouchi Japanese Whisky

Chugoku Jozo has been producing a range of liquors, sakes and schochus for a century, releasing its own blend of whisky in 1990. The master blender sources the distillates and personally takes care of the maturation and blending processes. Cellar Trends will be distributing three SKUs: 40% Togouchi Premium, 40% Togouchi 12 Years Old and 43.8% Togouchi 18 Years Old.

Joining the inspiring portfolio later this year will be the Yamazakura Japanese Whisky, created at the historic Sasanokawa Shuzo distillery and matured for 16 years in Bourbon barrels. This very limited release gets its name from two Japanese symbols. “Yama” is the Japanese terms for mountain, while “Sakura” refers to cherry-trees, symbolising ephemeral beauty.

Included in this presentation is the Ryoma Japanese Rum, made from freshly pressed cane and aged for 7 years in oak barrels.

Group Marketing Manager, Katie Warren, explains: “Over the last decade Cellar Trends has gained excellent experience within the Whisky category, working to establish and ignite the Japanese Whisky Category with Suntory Japanese Whiskies, and laying foundations for growth for Gruppo Campari’s Wild Turkey Bourbon. We are excited to use this experience to help step-change the performance of our new Japanese and Bourbon brands. Together with our existing whisky portfolio, where we delivered universal distribution and volume growth in 2015, it is perfect timing for Cellar Trends to broaden our current whisky offering. We are looking forward to a successful and exciting 2016.”

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