East Imperial appoints SUTL Group as exclusive distribution partner

 (EISB ) has appointed SUTL Group as its exclusive distribution partner in Singapore, which it said reflects its efforts to accelerate its 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.

SUTL has assisted in growing global brands such as Jack Daniels, Johnnie Walker, Johnnie Walker, and Fiji Water, all of which are now highly recognised in the region, it told investors. 

East Imperial says it is already an established brand within the on-trade market in Singapore with its premium range of mixers already available across luxury hotels and restaurants. 

The Company says 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. 

Tony Burt, Chief Executive Officer & Founder of East Imperial, said: “Since our inception, we have achieved incredible success in establishing East Imperial throughout Singapore’s renowned luxury and high-end on-trade channels. Today’s announcement reflects further progress in our plans to accelerate our retail offering, a core element of our growth strategy.  

Burt said SUTL Group’s expertise and extensive distribution network will provide East Imperial with a solid platform to best achieve its retail ambitions in Singapore, as well as offering a significant opportunity to secure similar agreements across other major Asian markets.

Arthur Tay, Chairman & CEO of SUTL Group, said: “As one of the leading FMCG companies in Southeast Asia with a history of more than 50 years, SUTL has a well-established and extensive distribution network that can more than support East Imperial’s growth aspirations.”

He added: We are excited to introduce East Imperial’s products, which are steeped in tradition, authenticity and originality, to discerning customers in Singapore and beyond, and we look forward to a mutually rewarding partnership with them.”

In a trading update released in September, East Imperial said it had continued to see strong growth throughout this year with revenues up 60% during 1H21 compared with 1H20.

The Company said this has been driven by a combination of higher sales in venues which have been allowed to open up again with fewer or no COVID-19 restrictions and additional supply agreements with new hotels, restaurants and retail chains. It said momentum has continued into 2H where there has been a strong return to demand in some key markets.

In Asia, there were reported pockets of demand returning although a number of COVID-19 restrictions remain in key territories and in travel hubs such as Singapore. Meanwhile, the Group said New Zealand remains robust in multiple channels as it enters the warmer months.

It highlighted the progress of its stated growth strategy since listing in July with the Group having secured a number of further supply agreements with well-known retail brands including Woolworths and Foodstuffs, adding over 600 outlets across Australia and New Zealand.

East Imperial said it expects key markets to continue to recover and grow as they open up again, particularly on-trade which has been most significantly impacted during the pandemic. 

The Company said it also expects online and direct to consumer channels to grow and begin to make up a more meaningful source of revenues over the remainder of this year.

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