Hi-Spirits Ireland rebranded to Sazerac Ireland

This strategic shift aligns with Sazerac's plans to unify its international offices



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29 November 2023

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Sazerac company, one of the world’s largest distilled spirits companies, has announced the renaming of subsidiary spirits distributor Hi-Spirits Ireland. Now named Sazerac Ireland, the change reflects Sazerac’s commitment to expanding and growing its vast portfolio around the world.

Based in Dublin, Sazerac Ireland launched as the Irish subsidiary to Hi-Spirits UK in 2017. Sazerac Ireland ranks among the top five spirits companies in Ireland, offering an extensive portfolio of spirits brands, including Buffalo Trace bourbon, Fireball Cinnamon Whisky liqueur, Southern Comfort, Paddy Irish Whiskey, and Pappy Van Winkle bourbon. Parent company Hi-Spirits UK, which began in 1999 and was acquired by Sazerac in 2016, will also undergo a name change and become Sazerac UK.

Sazerac’s commitment to global growth is also evidenced by several recent company announcements. In 2022 Sazerac acquired Lough Gill Distillery in County Sligo, Ireland and work is underway to develop the 100+ acre site into a world-class whiskey facility and visitor attraction, making it one of the most important tourism centres in the West of Ireland. Additionally, Sazerac-owned Buffalo Trace Distillery announced the opening of a first-of-its-kind American whiskey experience in the highly coveted Covent Garden area of London in early 2024.

Jake Wenz, chief executive officer, Sazerac, said: “The unification of Sazerac’s various international offices marks an important step in our globalisation efforts by allowing us to connect Sazerac’s rich heritage and history from our sites and homeplaces around the world into a single identity.

“We’re energised by the opportunities that lay ahead as we continue to expand and grow our spirits portfolio around the world and we are honoured to have such an outstanding team in Ireland helping to lead the way.”  

George Roberts, country manager, Sazerac Ireland, said: “This is a transformative rebranding of our business in Ireland, reflecting our commitment to linking our global teams together under one historic name.

“We are embracing a fresh identity that aligns with our global vision for the future, in which Sazerac Ireland will play a key role through delivering further growth for our renowned portfolio and developing a world-class distillery and tourist attraction.”

For more information please visit: https://www.sazerac.com



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