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East Imperial signs US distribution agreement across 37 states 

11:25, 19th January 2022
Francesca Morgan
Vox Newswire
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East Imperial (EISB FOLLOW) has signed a long-term distribution agreement with Republic National Distributing Company, one of the largest distributors in the US operating across 37 states.

The Group, a producer and marketer of branded premium mixers, said RNDC will commence distributing to the on-trade and off-trade markets from March 2022 across eight US states; California, Washington, Colorado, Arizona, Maryland, Illinois, Washington DC & Florida. 

East Imperial explained to investors that to date, these US states have been experiencing ‘rapid growth in demand for premium mixers’ and therefore, the agreement represents an opportunity for the firm to achieve a step-change in the scale of the business across the US.

RNDC already provides distribution for East Imperial’s best-selling beverages in California, which has experienced strong sales growth. Following the agreement with RNDC, the US is expected to make up an increasing and significant proportion of East Imperial’s revenues.

East Imperial noted that it is also “actively seeking” a US-based third-party bottling provider in anticipation of the increased demand and to significantly improve the efficiency of operations.

The group highlighted to investors that this is “a strategic priority” for the management team.

While RNDC’s distribution will focus on the on-trade and off-trade market, East Imperial will continue to provide a direct-to-consumer offer in the US through Amazon Marketplace.

East Imperial’s canned product range became available on Amazon back in November last year. To date, the company said it has seen “strong demand” throughout the United States.

Commenting, Tony Burt, Founder and Chief Executive Officer, said: “This US distribution agreement is a huge milestone for East Imperial. RNDC is the second-largest distributor in the US and our partnership with them will transform our presence in this major market. 

The global trend towards premiumisation is rapid and the US is driving that demand. We have a great opportunity now to capture a huge slice of this valuable market and I’m confident we can achieve that and deliver a step-change in the scale of our business as a result.”

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In November 2021, East Imperial appointed SUTL Group as its exclusive distribution partner in Singapore in an effort to accelerate the firm’s retail offering as part of its growth strategy. 

As its distribution partner, SUTL will supply East Imperial’s entire ultra-premium beverage range, including bottle formats and the newly launched can format, throughout Singapore.  

The Group, which produces and markets branded premium mixers, said SUTL’s consumer goods division has more than 50 years of experience covering 18 markets across Asia.

The Company said the appointment of SUTL falls in line with the company’s wider strategy to accelerate its growth in the off-trade market where distribution partners play an important role. 

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