In Vietnam, the ultra-premium beverage brand East Imperial has appointed Sutl Group as its sole distribution partner.

Sutl’s network will assist East Imperial in expanding its footprint in the premium hotel and high-end tourist markets.

Sult has over 50 years of expertise selling worldwide brands such as Jack Daniels, Jim Beam, Johnnie Walker, and Fiji Water in 18 Asian regions.

East Imperial, a company created in 2012, manufactures a variety of ultra-premium mixers that are sold in Apac, the United States, Europe, the Middle East, and Asia. Since its inception, East Imperial has sold more than 20 million bottles in over 20 countries, its most popular products being Old World Tonic, Grapefruit Tonic, Yuzu Tonic, and Mombasa Ginger Beer. This success can be attributed to a clear strategy to capitalize on the growing demand for premiumisation in the beverage industry.

Tony Burt, CEO and creator of East Imperial, described the agreement as a “significant milestone” in the company’s efforts to expand its footprint in Vietnam.

“Vietnam is one of the most popular worldwide tourism destinations. I am thrilled to extend our partnership with Sutl, whose breadth of knowledge and broad distribution network gives us with the finest platform to realize our retail goals throughout the nation.”

With the relaxation of Covid limitations and the increased consumption of spirits in the Apac area, the business anticipates robust development momentum in this crucial market.