Vanguard Luxury Brands Gains Exclusive Rights to Planteray Rum, Citadelle Gin, and Ferrand Dry Curaçao

Vanguard Luxury Brands, the craft spirits distribution arm of Lion, has secured the exclusive Australian distribution rights for three of Maison Ferrand’s most celebrated labels—Planteray Rum, Citadelle Gin, and Ferrand Dry Curaçao. This move follows the earlier distribution by Proof & Company Australia, which entered administration earlier this year.

Adding 12 New Products to the Lineup

The new agreement brings 12 individual SKUs into Vanguard’s portfolio, including nine rums, two gins, and one dry curaçao. This expansion pushes the company’s premium spirits range to nearly 35 brands, reinforcing its role as a leading importer, marketer, and distributor in Australia.

Strengthening the Rum and Gin Categories

Planteray Rum, rebranded from Plantation in early 2023, now joins Vanguard as its second rum brand. Citadelle Gin becomes the company’s third gin, broadening its offerings in a competitive category. The Planteray lineup includes both 700ml bottles and 10L formats, solidifying Vanguard’s position as a key supplier to Australia’s on-premise market.

Shared Vision for Quality and Growth

Commercial Director Adam Trewin praised the addition, saying, as reported by Drinks Trades, “The family-owned authenticity, provenance, and premium quality of Planteray Rum, Citadelle Gin, and Ferrand Dry Curaçao make them a perfect fit for Vanguard’s portfolio. We are delighted to enter a new partnership with Maison Ferrand.”

Maison Ferrand’s General Manager, Matthieu Gouze, echoed the sentiment: “Vanguard Luxury Brands’ reputation as leaders within the hospitality channel and their ability to leverage Lion’s market-wide relationships and scale make them the perfect partner for Maison Ferrand.”

A Global Spirits Leader with Deep Roots

Founded in 1989 in France’s Cognac region, Maison Ferrand has earned a reputation as one of the world’s premier independent producers of fine spirits. The company has played a pivotal role in the historical spirits movement and manages an international portfolio that includes Cognac, multiple rums, and the Canerock brand—previously distributed in Australia through Proof & Co.

Products Under the New Partnership

The exclusive agreement covers the following 12 SKUs:

• Plantation Original Dark 700ml
• Plantation 3 Stars Rum 700ml
• Plantation Stiggins’ Fancy Pineapple 700ml
• Planteray Cut & Dry Coconut 700ml
• Plantation Barbados XO 20th Anniversary 700ml
• Plantation O.F.T.D. Overproof 700ml
• Plantation Original Dark Rum 10L
• Plantation 3 Stars White Rum 10L
• Plantation Stiggins’ Fancy Pineapple 10L
• Citadelle Original Gin 700ml
• Citadelle Jardin d’été Gin 700ml
• Ferrand Dry Curaçao 700ml

Looking Ahead

With the addition of Planteray Rum, Citadelle Gin, and Ferrand Dry Curaçao, Vanguard Luxury Brands is set to strengthen its influence in Australia’s premium spirits market while offering hospitality venues and retailers a broader, more diverse selection of globally respected products.

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Source of information

Drinks Trade Article — Vanguard secures exclusive distribution rights for Maison Ferrand brands, written by Cody Profaca

The image of the article is courtesy of © LoggaWiggler via Canva.com