Elements 8 Rum forms UK strategic alliance with Cask Liquid Marketing

After five years of distributing in the UK, Elements 8 Rum has formed a strategic distribution partnership with a new brand development company Cask Liquid Marketing. Founded by UK ‘drinks’ veterans Stuart Ekins and Richard Herbert - both formerly of Inspirit Brands - Cask Liquid Marketing will acquire the exclusive UK distribution rights for all three variants of Elements 8 Rum – Platinum, Gold and ‘Barrel infused’ Spiced – starting June 1, 2011.

“Our strategic plan was always to appoint a UK distributor after five years to continue the growth and success of the brand, but finding that right partner has always proved quite elusive” says Carl Stephenson. “With Cask, we feel like we have found a great partnership.  They have a proven commercial track record and we very much respect the successes they have achieved in the past. Being part of a portfolio of premium brands also creates more synergy with like minded brands from other spirits and liqueurs categories” he added.

“We’ve spent five years building great and key relationships with the trade” says Andreas Redlefsen: “We feel that the Cask guys can build on this as well as their own experience and relationships. It’s great to find like minded partners who not only share your ethos but also want you to stay actively involved with the brand. This was one of the crucial points for Carl and myself. It will be very much a partnership with us working closely together with Stuart and Herb and Carl and myself staying involved with the brand”

Cask will take over distribution, sales and marketing functions for Elements 8 on June 1, 2011. Both parties will work closely to make this a smooth transition and there will be a hand over period to ensure this. There will be no increase in pricing as a result of the distribution change. “In these challenging economic times we have made it a priority to support our customers by not increasing our pricing and have maintained the same price point since our launch five years ago, only increasing according to HMRC’s excise duty increases. Cask also understands this, so there will be no price increase as a result of this either,” says Carl Stephenson.

“Stuart Ekins adds: “E8 is a perfect fit with our spirits portfolio. A brand like this does not come along often. It has a proven track record, loads of potential for growth and will be a valuable addition to the Cask portfolio.”

About Elements 8
Elements 8 was created by drinks industry entrepreneurs, Carl Stephenson and Andreas Redlefsen in 2006. The brand has been growing strongly since then, both in the UK as well as internationally. Following the success of its Gold and Platinum styles Elements 8 trail-blazed another rum category – super premium, spiced rum – when they launched a new variant, Elements 8 ‘Barrel Infused spiced rum, in July 2010 – an all natural, naturally infused ‘Spiced’ rum which is fast gaining a ‘must stock’ status in top end bars and a cult following amongst UK bartenders