International Beverage invests in new US hub

Today we are delighted to announce the establishment of our new international spirits hub in the US, as we roll out ambitious plans for our portfolio of premium spirits brands in American markets.

Based in Manhattan, New York, the new hub marks the first time the business has owned and managed its own US route to market for over a decade.

Peter Powell, having previously served as the company’s Regional Sales Director UK, France & Germany, will take the lead role of Regional Director of North America. He will be supported by a team of newly appointed staff, spanning sales, marketing and finance, with the recruitment process of these roles now underway.

The majority of the company’s global portfolio – including PRAKAAN, The Cardrona, Balblair and anCnoc single malt whiskies, Phraya Rum and The Reid Vodka – will now be managed in-house from the New York hub. International Beverage will be supported by leading US alcohol importer MHW.

The announcement follows on from the company acquiring full ownership of Greater China-based Asiaeuro International Beverage (AIB) in January 2025. These investments are part of International Beverage’s global growth strategy, which is driven by a plan to secure greater control of brand sales and marketing strategies in key markets.

In the USA, operations are set to run across both on-trade and off-trade channels with a focus on continuing to establish a solid market presence, whilst building foundations for sustainable growth and expansion in the years ahead.

Commenting on today’s news, Peter Powell said:

‘Our global sales strategy is tightly focused on building bespoke plans for every brand, in every market, matched to the specific needs of our trade customers and consumers in those markets. With the launch of our new spirits hub in the US, our business will have a base to deliver these finely tuned and highly effective plans in market. This is especially important for us in 2026, as some of our brands prepare to celebrate milestone anniversaries throughout the year. Whilst the global spirits industry continues to face many challenges, I’m very excited to be part of a dynamic new office, a talented new US team, and an exciting new phase of growth for our brands’.