Stock Spirits Group today announced it has acquired The Drinks Company, a UK-based independent spirits importer and distributor of award-winning spirits. This move strengthens the Group’s ability to expand into one of Europe’s largest markets and supports its ambition to become a leading spirits company in Europe by 2027.
Founded in 1996, The Drinks Company has built a strong reputation across the UK, Republic of Ireland, Channel Islands, and the travel retail sector. The company’s well-established trade relationships and operational expertise provide Stock Spirits with an established route-to-market, allowing the Group to enhance its ability to serve UK customers. The acquisition will also bring Sierra Tequila’s existing UK distribution under Stock Spirits’ direct control, ensuring a seamless transition and integrated approach to brand growth in the region.
Stock Spirits remains committed to expansion within Europe, recognising it as a mature and dynamic market with significant growth potential. Valued at £50 billion in 2022* and projected to generate $17.7 billion in revenue by 2025**, the UK spirits markets is one of the largest in Europe. Through acquisitions in France, Germany, and now the UK, the Group has strengthened its position in the mainstream segments, improved its distribution capabilities, and broadened its portfolio across key spirit categories.
The Group will begin its UK expansion with the launch of two new products, Sierra Tequila ready-to-drink (RTD) cocktails and Limonce Aperitivo, with further investment into team expansion, brand-building and product innovations planned for the future.
Jean-Christophe Coutures, CEO at Stock Spirits Group, said: “Expanding into the United Kingdom is a pivotal moment for the Group. Our vision is to become a leading spirits company in Europe by 2027 and a foothold in the UK is key to achieving this success.
The acquisition of The Drinks Company represents a strong strategic fit for Stock Spirits. With its proven track record in the market, and significant Stock presence with our iconic Sierra Tequila brand, this acquisition marks the next logical step in realising our ambition to build a broader European footprint.” Coutures concluded.
Commenting on the sale, Bill Oddy and Denise McArdle, directors at The Drinks Company, said: “We are delighted to have been at the heart of building the Sierra Tequila brand in the British Isles since 1997. From “zero to hero” with consistency, quality and value. Sierra Tequila enjoyed its best ever year in 2024 and the story continues. In the Tequila Masters Awards 2025 Sierra Tequila has scooped 3 Golds for Blanco, Reposado and Antiguo Plata and the “Master” award for Sierra Tequila Antiguo Reposado.
We are proud to have shepherded the brand to its’ leading position over 28 years with a whole generation growing up and supporting the brand. We continue to recruit new consumers and our latest Sierra Tequila RTD’s made with Sierra Tequila natural juices and strawberry and lime flavours will enable more to access and sample and enjoy the Tequila category where Sierra Tequila is spearheading mainstream growth and RTD’s will become both a bridge to the category and drive a spritz style product in its own right.
Over the years our watchwords have been Innovation, innovation and …innovation. Stock Spirits Group are already bringing more to the party. We have already worked together for several years and the full integration of the businesses is a natural progression that will surely benefit our customers, staff and consumers.”
It was also announced today that Stock Spirits has appointed Rob Curteis as General Manager of its UK operations. With over 20 years’ experience in the global spirits industry, Rob has held senior roles at William Grant & Sons, Proximo UK, and Quintessential Brands, driving growth for brands such as Glenfiddich, Jose Cuervo, and The Kraken. He founded the consultancy Paxton & Pexton Ltd and was CMO at Alexandrion Group. Having advised Stock Spirits on UK strategy since 2024, Rob’s appointment marks a key step in accelerating growth in this priority market.
Financial terms of the transaction were not disclosed but will include the transfer all employees, premises and contracts relating to the Drinks Company operations.
