By Andrew Starke

Diageo Australia has announced a series of changes to its distribution arrangements with Vok Beverages.

Under the revised deal, Diageo Australia will take back distribution of the following brands and SKUs currently distributed by Vok: Bushmills Blackbush Irish Whiskey, Bushmills 10YO Irish Whiskey, Bushmills 16YO Irish Whiskey, Bells Whisky and Gilbeys Gin.

These brands are all owned by Diageo at a global level and will be locally distributed by Diageo Australia from midnight of January 31, 2011.

The move will extend Diageo’s range of whisk(e)y brands and strengthen its gin portfolio.

The relationship between Diageo Australia and Vok dates back to 2002, when Vok was appointed distributor for a number of local and global brands including J & B Rare, Captain Morgan Rum, Pimms No.1 Cup, Ruski and Bulleit Bourbon.

All other existing arrangements between Diageo and Vok will remain in place and Vok will continue to distribute a comprehensive range of whiskeys including J & B Rare, Vat 69, Dimple 12YO and Dimple 15YO.

“This revised arrangement with Vok further complements our dark spirits and white spirits portfolio, and allows us to offer customers a total whisky category solution, as well as greater bundling opportunities” said Diageo Australia marketing director John Green.

“Our relationship with Vok continues to be strong, and we thank them for their support in building our brands over the past 8 years.”


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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