Virtus Brands agrees distribution deal with Parfetts

Drinks group Virtus Brands has agreed a deal with Parfetts to distribute its 15 drinks brands using the wholesaler’s drop shipping scheme, which gives it access to 1,000 independent retailers nationwide through the firm’s symbol group.

The West Midlands-based firm, which brands include Jatt Life ultra-premium vodka, has been adding to its approved supplier list, meaning that it can offer and supply all of the products in its range, which include vodka, tequila, prosecco and Champagne, via Parfetts’ direct-to-store partnership with discount buying organisation Procuria.

It is the first alcohol brand to sell its products through the partnership and also follows Parfetts having opened its Birmingham depot last year.

Read more: Parfetts making major service investments

Virtus Brands founder Baz Kooner, who set up Jatt Life in 2020, said the drop shipping deal will allow the company to strike the right balance between promoting and supplying its products as it continues its ambitious growth plans.

He said: “The dream for Virtus Brands is for our brands to be stocked worldwide in high-end bars and restaurants and big-name retailers, and signing this deal with Parfetts is a major step on the road for us. One of the biggest challenges as a growing business is being able to raise awareness and generate demand and then being able to supply enough products to meet it. Parfetts’ drop shipping arrangement helps solve both of those products for us.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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