Southern Glazer’s Partners with Sassenach Spirits

Southern Glazer’s Wine & Spirits has announced that it is expanding its distribution agreement with Sassenach Spirits, founded by Scottish actor Sam Heughan and American entrepreneur Alex Norouzi.

“Whisky is personal to me,” said Sam Heughan. “It has been part of every moment in celebrating life, my heritage, and my culture. So, this wasn’t just a ‘business opportunity,’ it was the process of creating something very personal and unique that we could share with others. With our first release of The Sassenach, ‘The Spirit of Home’ Edition, we accomplished exactly that! The partnership with Southern Glazer’s is yet another endeavor to celebrate, and I can’t wait to work closely with them in bringing more of my home to consumers.”

Currently, the portfolio consists of The Sassenach Scotch Whisky: Spirit of Home Edition. Additionally, the company will launch a high premium Scottish Gin, scheduled to be released in 2023.

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“This partnership is critical to the growth of our portfolio,” added Alex Norouzi. “The Southern Glazer’s team brings strong proficiency in both the on- and off-premise markets and we know that the momentum we’ve created so far will be enhanced by their team.”

Sassenach Spirits is part of the Southern Glazer’s Craft Collection Luxury Spirits Division portfolio.

“We’re pleased to be working with such a professional team,” said Ray Lombard, Executive Vice President, General Manager, Craft Collection Luxury Spirits Division of Southern Glazer’s. “Sam personifies Scotland – his passion for Scotch and collaboration with Michael are truly bringing ‘Scotland in a bottle.’ Sam and Alex have built a formidable brand and we’re excited to be part of the next phase of growth. Our team is also looking forward to helping launch The Sassenach Scottish Gin and create a strong national footprint for the brand.”

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