SouthTrade snags Southern Comfort and Tuaca
By Andy Young, editor TheShout
SouthTrade International is welcoming Southern Comfort and Tuaca to its portfolio after the brands were bought by Sazerac in January this year.
Sazerac, which is the home of Buffalo Trace and Fireball, bought the brands from Brown-Forman in a deal worth $543.5 million and the brands officially transferred over to the US company on 1 March this year.
Tony Stubley, co-founder and director at SouthTrade said: “Southern Comfort and Tuaca allow us to take a quantum step forward in our service to bars, clubs, pubs and bottleshops. They are the perfect addition to our existing portfolio.”
Southtrade told TheShout that it was very excited about welcoming the brands to its portfolio from 1 June 2016. A spokesperson added: “There is not going to be any change in the availability of Southern Comfort bottles or RTDs for either the on-premise or off-premise.”
It is believed that SouthTrade will recruit up to 20 more people as a result of being appointed distributor for the two brands.
Mark Brown, the president and CEO of the Sazerac Company said: “We are very excited about the opportunity to acquire such iconic brands. Brown-Forman has done an excellent job of building both brands over the years and we are looking forward to many more years of successful brand building. SouthTrade is perfectly placed to drive these brands forward from this well established base.”