GENERATION by Kiera & Spencer Chaplin
Published On: 20. January 2025
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Rising Brands takes over exclusive distribution of Belsazar

Bremen, 20.01.2025. As of February 1, 2025, Rising Brands GmbH, the up-and-coming marketing and distribution company for spirits brands, will take over the exclusive distribution of Diageo’s renowned Belsazar brand in Germany. The partnership with Diageo, one of the world’s leading spirits companies, marks a significant step in strengthening Belsazar’s presence in the German market and also in expanding Rising Brands’ portfolio.

“We are delighted to be working with Rising Brands as the exclusive distribution partner for Belsazar in Germany. Rising Brands has proven to be an ideal partner for us due to its outstanding expertise in the national market, excellent relationships with specialist wholesalers and a strong network in the German hospitality industry and has deservedly prevailed over its competitors. We are convinced that this partnership will make a significant contribution to the growth and successful further development of Belsazar in Germany.

Olena Neznal, Managing Director Diageo Northern Europe

With a particular focus on the on-trade channels, Rising Brands’ experienced sales team will work closely with bars, restaurants and catering businesses to further establish Belsazar’s aperitif and vermouth portfolio from February 2025. The increasing demand for high-quality cocktails and aperitifs, particularly in major cities, provides an excellent basis for the brand’s growth. Belsazar impresses with its artisanal production, based on regional wines and a variety of herbs and spices.

Stefan Fröhlich, Managing Director of Risings Brands GmbH and Patrick Seidel, Commercial Head of On-Trade Diageo Germany GmbH

“The partnership with Diageo and the acquisition of the exclusive distribution of Belsazar in Germany underlines our position as an important player in the spirits market,” explains Stefan Fröhlich, Managing Director of Rising Brands. “We see enormous potential to further establish the brand with our strong on-trade team and to sustainably expand our presence in the hospitality sector. Belsazar is a premium product that fits perfectly into our portfolio and meets the demand for high-quality aperitifs and cocktails.”

About DIAGEO

Diageo is one of the world’s leading suppliers of premium spirits, beers and mixed drinks. Its outstanding portfolio includes brands such as Johnnie Walker, Smirnoff, Cîroc Vodka, Ketel One Vodka, Captain Morgan, Baileys, Don Julio and Tanqueray. Diageo has a market presence in more than 180 countries around the world and is traded on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).

Further information:

Website: www.diageo.com

About Belshazzar

Belsazar was founded in Germany in 2013 and stands for a high-quality aperitif and vermouth portfolio. Bitter and sweet in taste, where family tradition meets modern lifestyle – Belsazar lives, emphasizes and combines these contrasts. Belsazar is a wine aperitif and vermouth “made in Germany”. The brand offers several varieties, including Belsazar Rosé Wine Aperitif, Belsazar Vermouth Dry, Red and White, which are ideal for classic cocktails and innovative mixed drinks.

Further information:

Website: www.belsazar.com