Premium beverage maker East Imperial has announced a new distribution partnership with UK distributor 10°C, which will take over exclusive distribution of East Imperial’s full portfolio within the UK market.
The new distribution partnership will offer extensive reach into multiple new channels, including access to luxury retailers, Michelin-starred restaurants and the region’s most stylish cocktail bars, positioning East Imperial alongside complementary luxury spirits brands.
The deal comes at an exciting time for the business, which has experienced rapid international growth since it was founded in 2013 by Tony Burt and Kevin Law-Smith.
10°C has curated a portfolio suited to premium UK bars, restaurants and retailers – and East Imperial’s product range, including a tonic water line derived from an original recipe and made with ingredients from sustainable sources across Asia will fit perfectly into this brief.
“When we discovered East Imperial, we knew we had found something truly special made by people that really understand what today’s discerning drinker is looking for – an outstanding and traditional range of mixers, rather than just another modern-day soft drink,” said David Relph, managing director of 10°C.
East Imperial co-founder Tony Burt added: “The UK has been acknowledged as having had an important role in the establishment of the historic gin and tonic. We are very excited to be able to bring a truly authentic product direct from Asia, the home of tonic water, and introduce it to a market that has a longstanding affinity with the iconic G&T drink.
“We are thrilled to be working with 10°C, and look forward to exploring new opportunities that the partnership will bring as we continue to expand here and internationally.”
East Imperial is now available in more than 31 countries including New Zealand, Australia, Hong Kong, the US, UK, China and UAE.
The range has expanded rapidly and now comprises seven premium mixers, including old-world tonic water, Burma tonic water, yuzu tonic water, grapefruit tonic water, ginger ale, ginger beer and soda water, with several new flavours currently in development.
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