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Waterford Distillery, producer of naturally flavoursome single malt whiskies, has appointed Craftwork as its new UK distributor.

Craftwork will now expedite product roll-out for the full whisky range, and sister brand Renegade Rum.

The partnership has been designed to “reach even more UK consumers who value transparency, provenance and natural flavours” and will benefit both companies with “expanded UK distribution operations,” Waterford explained.

It also said that the appointment of Craftwork highlights its commitment to the UK market as consumer demand for “premium offerings remains high”. According to Nielsen IQ, rum accounts for 14% of all spirit sales in the UK, while whisky owns a 13% share.

James Cowan sales director at Waterford Whisky and Renegade Rum said: “Craftwork is established as an influential and leading distributor across the beverage segment within the UK market, and I am delighted to assign both the Waterford Whisky and Renegade Rum brands to their existing product offering.”