Canada & USA: Beam Suntory sells Windsor Canadian Whisky brand to Minnesota’s Prestige Beverage Group

US spirits group Beam Suntory has sold its Windsor Canadian Whisky brand to Minnesota’s Prestige Beverage Group for an undisclosed sum, The Drinks Business reported on December 2.

In a press release confirming the sale, Windsor was described as one of the best-selling Canadian whiskies in the US.

Following the sale, the blended whisky will continue to be produced at Beam Suntory’s Alberta Distillers site in western Canada. The facility also makes the Alberta range of Canadian rye whiskies, as well as the Alberta rye vodka and Banff Ice vodka brands.

Founded in 1974, Prestige owns over 70 wine and spirits brands. Windsor will join the likes of flavoured vodka liqueur and cocktail brand Kinky Beverages, Snoop Dogg’s Indoggo Gin, The Whistler Irish Whiskey made by the Boann Distillery and Erica Blumenthal and Nikki Hugani’s Yes Way Rosé.

Scott Schilling, general manager and CMO of Prestige, said: “Windsor is a historic and beloved brand with deep roots and loyal consumers, which makes it the perfect addition to our growing wine and spirits portfolio. Windsor has an incredible track record, and our team is excited for continued growth.”

As well as its original expression, Windsor’s portfolio also includes a black cherry variant.

Beam Suntory, which also owns Canadian Club whisky, has recently announced it will open a new distillery and visitor experience next year. Called James B. Beam Distilling Co., it will replace the Jim Beam American Stillhouse in Clermont, Kentucky, taking the form of a visitor and retail centre, restaurant and bar with the capacity to offer “immersive and educational” tours. Also part of the site will be the Fred B. Noe Craft Distillery, home to the company’s small-batch and experimental whisky brands, and named after seventh generation master distiller Fred Noe.

Its Jim Beam Urban Stillhouse in Louisville will close and be replaced with a “bigger and better consumer experience” in a new location in the city.

03 December, 2020