Booker takes on Biała and Goslings bringing premium spirits to convenience sector

Paragon Brands has secured new listings for Poland’s number one vodka brand, Żubrówka Biała, and Goslings Black Seal Rum – both rolling into 100 Booker branches this month.

The deal will see the 70cl bottles of Żubrówka Biała and Goslings Black Seal Rum listed in Booker branches, expanding the national convenience reach, giving independent retailers and local stores access to the popular Polish vodka and the iconic Bermudian rum.

The move significantly strengthens the footprint for both brands in the UK convenience channel, building on their success within multiple retail, expanding availability to Booker’s symbol groups and store networks – Premier, Londis and Budgens.

Żubrówka Biała is a premium Polish vodka, revered for its exceptional quality, purity and unique flavour. Crafted using only the finest rye grains and pure spring water, the vodka is made using a four times distillation process and platinum filtration.

Goslings is a Bermudian rum house with over two centuries of heritage, family ownership and craft blending at its core. It was awarded a Great Taste Award by the Guild of Fine Food this year with the range aimed at discerning rum drinkers, sitting at the helm of the category as a marker for authenticity and quality.  The brand holds the trademark for the classic Dark ’n Stormy® cocktail which originated in the ginger beer factory run as a subsidiary to the Royal Naval Officer’s Club, in Bermuda.

Chris Jones, managing director at Paragon Brands, says: “We’re thrilled to be working with one of the UK’s largest wholesalers and these listings marks an important step in our expansion within the convenience sector, which plays a strong role in driving sales especially via impulse purchases, big nights in, and shopping locally.

“It reflects increasing demand for premium quality vodka and rum brands within the lively convenience channel and establishes Żubrówka Biała and Goslings Black Seal Rum as must-stock choices.

“Booker’s deep understanding of the convenience landscape along with its trusted network of retailer brands supports our mission to broaden our presence within the channel. The listings make the spirits accessible to off-trade outlets, independent retailers, and convenience stores and we’re confident both brands will be welcomed by shoppers for planned and impulse gatherings in the home, for gifting and as drinks cabinet essentials.”

Peter Bexton, Director of Trading at Booker, says: ‘We’re delighted to welcome both Żubrówka Biała and Goslings Black Seal Rum to Booker, giving our customers access to two distinctive and well-established brands. Both bring strong heritage and provenance to the spirits category, while offering shoppers something different across key occasions. We’re pleased to be working with the team at Paragon Brands and look forward to supporting the growth of both brands across our network.’

Żubrówka Polish vodka is the world’s oldest continuously produced vodka brand and the UK’s number two imported vodka brand. Flagship products in the range include Biała and Bison Grass Vodka, along with on-trend flavoured variants Vanilla, Mango and Passionfruit, Raspberry, and Rosé liqueur. The brand has a laser sharp focus on growing its community of like minds with a shared attitude and is bringing this to the retail sector and the consumer via dedicated social media channels and its Go Wild messaging, as a place to connect with its subcultures and the conversations shaping them. It also has strong plans for continued distribution growth across all retail channels and to evolve the range via NPD and flavour development.

Żubrówka Biała Polish vodka (37.5% abv) 70cl launches into 100 Booker branches this month with an RRP of £17.49, with Goslings Black Seal Rum (40% abv) priced at an RRP of £33.99.

Contact Paragon Brands [https://www.paragonbrands.co.uk/] for stockist details.