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International
Beverage has announced the launch of a
new international spirits hub in the
United States, a key step in advancing
its ambitious plans for the growth of
its premium spirits portfolio across
American markets.
Global spirits producer International
Beverage has today unveiled plans to
establish a new international spirits
hub in the United States, marking a
significant milestone in its strategy to
accelerate the growth of its premium
portfolio across American markets.
International Beverage is the
international arm of Thai Beverage
Public Limited Company, and its
portfolio is led by a collection of
high-quality brands including Old
Pulteney Single Malt Scotch Whisky,
Hankey Bannister Blended Scotch Whisky,
Caorunn Gin, PRAKAAN single malt whisky
and Phraya Rum from Thailand, Larsen
Cognac, The Cardrona Single Malt Whisky
and The Reid Single Malt Vodka.
Based in Manhattan, New York, the new
hub represents the company’s first fully
owned and managed US route to market in
over a decade. Peter Powell, previously
Regional Sales Director for the UK,
France and Germany, will step into the
role of Regional Director of North
America. He will head up a growing team
spanning sales, marketing and finance,
with recruitment for these newly
established positions now underway.
Applications are currently open for four
US-based roles: two Sales Ambassadors, a
Channel Marketing Manager, and an Office
Manager/Finance Manager.
The majority of International Beverage’s
global portfolio – including PRAKAAN,
The Cardrona, Balblair and anCnoc single
malt whiskies, Phraya Rum and The Reid
Vodka – will now be managed directly
from the New York hub. The business will
also be supported by leading US alcohol
importer MHW.
This development follows the company’s
acquisition of full ownership of Greater
China-based Asiaeuro International
Beverage (AIB) in January 2025. Both
investments form part of International
Beverage’s wider global growth strategy,
aimed at securing greater control over
brand-building, sales and marketing
activity in key markets.
In the US, operations will run across
both on-trade and off-trade channels,
with a focus on strengthening brand
presence and building strong foundations
for long-term, sustainable expansion.
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".
To apply for one of the new roles,
please visit www.interbevgroup.com
You will find the current
International Beverage whisky portfolio
including PRAKAAN, The Cardrona,
Balblair, Old Pulteney, anCnoc single
malt whiskies and Hankey Bannister
Blended Scotch Whisky available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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