Booker has agreed a deal with Paragon Brands to list Poland’s number one vodka brand, Żubrówka Biała, and Goslings Black Seal Rum across its depots.
Both will be available across 100 Booker branches this month in a deal that increases the footprint for both brands in the UK convenience channel, building on their initial success within supermarkets.
Chris Jones, managing director at Paragon Brands, says: “We’re thrilled to be working with one of the UK’s largest wholesalers and these listings marks an important step in our expansion within the convenience sector, which plays a strong role in driving sales especially via impulse purchases, big nights in, and shopping locally.
Read more: Goslings Rum moves ahead with wholesale growth strategy with Paragon deal
“Booker’s deep understanding of the convenience landscape along with its trusted network of retailer brands supports our mission to broaden our presence within the channel. The listings make the spirits accessible to off-trade outlets, independent retailers, and convenience stores and we’re confident both brands will be welcomed by shoppers for planned and impulse gatherings in the home, for gifting and as drinks cabinet essentials.”
Peter Bexton, director of trading at Booker, says: ‘We’re delighted to welcome both Żubrówka Biała and Goslings Black Seal Rum to Booker, giving our customers access to two distinctive and well-established brands. Both bring strong heritage and provenance to the spirits category, while offering shoppers something different across key occasions. We’re pleased to be working with the team at Paragon Brands and look forward to supporting the growth of both brands across our network.’
