5 April 2019: Vanguard Luxury Brands and Lion today are proud to announce that they will come together, with Lion acquiring a minority stake in the premium spirits distributor.
Vanguard has been awarded ALIA’s On-Premise Supplier Of The Year three times in the last six years.
Vanguard Founder and Managing Director James France said the deal with Lion is a logical next step. "This investment means we will go even further in providing the best brands for the best bars and retailers, and for that reason we are truly at the forefront of Australia’s flourishing craft and premium spirits industry," France said.
"I look forward to continuing to lead the Vanguard business as Managing Director. The culture and focus on premium brands that Vanguard is known for will be maintained, and we are enormously proud of this."
Today’s announcement follows Lion’s recent partnership with Four Pillars Gin.
Vanguard has been Four Pillars’ distributor since the brand’s launch in 2013 and has recently signed a new long-term distribution agreement with the Healesville-based distiller, so the same craft spirits experts will continue to sell Four Pillars to bars, retailers, restaurants and pubs across Australia.
Lion Managing Director James Brindley said the simultaneous deals between Lion and Four Pillars and Vanguard are a fortunate outcome for Lion as it enters the growing crafted, premium spirits category.
"James France is widely recognised and respected within the premium spirits industry here and around the world. James and his team at Vanguard have been working closely with influential bartenders, hospitality operators and retailers for over a decade. Vanguard is a fabulous business and we at Lion will work hard to ensure we support Vanguard in continued service and engagement with our customers," Brindley said.
"This partnership is a combination of two strong businesses with complementary strengths and we are excited to see the growth that will come."
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