Luxco appoints new distributor to drive UK growth

By Liz Wells in Alcohol 8th July 2020

American distiller, producer, supplier and bottler of alcoholic beverages Luxco has appointed Lightbox Brands to grow UK sales as it continues to respond to the increasing demand for bourbon and rye whiskeys.

Luxco, which owns Lux Row Distillers and Limestone Branch Distillery in Kentucky, is prioritising the UK market as part of its European expansion strategy. The premium alcohol company saw European sales rise by 22% in value last year.

Lightbox Brands will become the official UK distributor for the Lux Row Distillers whiskey brand Ezra Brooks, as well as Limestone Branch Distillery brands Yellowstone Bourbon (50.5% ABV), Yellowstone Select (46.5% ABV), and Minor Case Rye Whiskey (45% ABV).

This will see the Ezra Brooks portfolio made more widely available in the UK, which includes a Straight Kentucky Bourbon (40% ABV), Rye Whiskey (45% ABV), and the seven-year aged bourbon Old Ezra (58.5% ABV).

Greg Mefford, international sales director at Luxco, said: “Despite the general industry disruption caused by Covid-19, we wanted to push on with our plans to grow the UK market and Lightbox Brands are a natural choice to do this.

“They understand and value the provenance of our liquids, and the opportunity to leverage brand heritage to cut through in a very crowded market. We’re confident they’ll grow our footprint throughout the UK by matching up the great flavours and stories behind our brands to appeal to a market that’s increasingly looking to discover new spirits.”

Patrick O’Reilly, founder and managing director of Lightbox Brands, added: “Luxco’s whiskeys are steeped in history. Ezra Brooks is based on recipes from the 1950s, while the Limestone Branch Distillery whiskeys are distilled by Steve Beam of the famous Beam lineage and using pre-prohibition recipes and distilling notes.

“History and authentic backstories appeal to consumers and is a trend which has gathered momentum because of the new spare time people have found themselves with during lockdown. Consumers are taking the time to find out more about whiskeys, which is influencing their purchasing and will continue to do so when they are able to return to bars in the future.”

Lightbox Brands will also be responsible for distribution of Luxco’s 100% agave tequila brand Exotico, which it produces at its DGL Destiladores distillery in the highlands of Jalisco in Mexico.

Cellar Trends will continue to distribute Luxco’s Rebel Yell brand in the UK.

The Luxco range has an RRP of £30-£53.