Lion takes stake in premium spirits distributor Vanguard Luxury Brands
Beverage giant Lion has acquired a minority stake in premium spirits distributor Vanguard Luxury Brands
Vanguard has been the distributor for Four Pillars, which Lion recently partnered with, since the brand’s launch in 2013 and has recently signed a new long-term distribution agreement with the Healesville-based distiller.
Lion managing director James Brindley said the simultaneous deals between Lion and Four Pillars and Vanguard are a “fortunate outcome” for Lion as it enters the growing crafted, premium spirits category.
“James France [Vanguard founder and managing director] is widely recognised and respected within the premium spirits industry here and around the world. James and his team at Vanguard have been working closely with influential bartenders, hospitality operators and retailers for over a decade. Vanguard is a fabulous business and we at Lion will work hard to ensure we support Vanguard in continued service and engagement with our customers,” Brindley said.
“This partnership is a combination of two strong businesses with complementary strengths and we are excited to see the growth that will come.”
France said the deal with Lion is a logical next step.
“This investment means we will go even further in providing the best brands for the best bars and retailers, and for that reason we are truly at the forefront of Australia’s flourishing craft and premium spirits industry,” he said.
France will continue to lead the Vanguard business as managing director.