Coachbuilt and Maverick Drinks in UK distribution partnership

Following a competitive pitch, Coachbuilt CEO George Koutsakis has opted for Maverick Drinks as the first UK distribution partner of the whisky brand.

CEO Koutsakis and Formula One world champion and brand ambassador Jenson Button launched Coachbuilt earlier in the year, as a blend of the five whisky-producing regions of Scotland. 

A decisive factor in Coachbuilt’s decision to partner with Maverick Drinks is the distributor’s proven heritage of craft brand building in the UK market.

On the new partnership, Koutsakis said: “Jenson and I couldn’t find a blend that reflected what we were looking for, something that encapsulated each of these regions that we truly loved, at a premium level, so we created it ourselves” explains Koutsakis, and goes on to say “In just a year and a half we have cemented Coachbuilt as a strong player in this industry, with some amazing partnerships and global collaborations. Now, by partnering with Maverick, we look forward to taking this big next step in the brand’s expansion.”

Maverick Drinks is celebrating its tenth anniversary this year, and has gained a reputation for growing craft brands in the UK. Their partnership with Coachbuilt isn’t their first collaboration with a celebrity-backed brand: they are also involved with Four Walls, the whisky brand from the cast of It’s Always Sunny in Philadelphia, and Blackeye Gin, from Rugby stars James Haskell, Mike Tindall and Alex Payne. 

Michael Vachon, co-founder of Maverick Drinks, added: “We are able to almost instantly bring brands to life through e-commerce and wholesale, reaching literally millions of customers. Of course, we can’t do it without great partners; Jenson and the team from Coachbuilt have shown they’re committed to making this brand a huge success. Ultimately, it comes down to the quality of what is in a bottle, which is where we feel Coachbuilt really shines: it’s a stunning brand, with excellent liquid, that we’re sure our customers will love.” 

18 December 2023 - Bradley Weir