News release: 12 December 23
Maverick Drinks announced as the first distribution partner of Coachbuilt Whisky, the award winning scotch backed by F1 World Champion Jenson Button
After a competitive pitch, CEO George Koutsakis chose Maverick due to their proven heritage of craft brand building in the UK market.
Launched earlier this year, Coachbuilt is blended from five iconic whisky-producing regions of Scotland; Islay, Speyside, Campbeltown, Highlands and Lowlands, making for a blend with character which far exceeds its years due to each area's unique flavour attributes.
Maverick Drinks, who this year celebrated both their 10th anniversary and winning the Spirits Business distributor of the year award, has a history of growing great craft brands in the UK. The company are also gaining a reputation of being trusted to bring celebrity backed brands to market, being appointed by both Four Walls, the whisky brand from the cast of It's Always Sunny In Philadelphia, and Blackeye Gin, the gin that gives back to Rugby from stars James Haskell, Mike Tindall and Alex Payne.
Born from the desire to showcase the parallels between the worlds of high-end automobiles and of premium whisky, Coachbuilt draws on the shared values of craftsmanship and engineering to introduce luxury and elegance to blended whisky.
Founded by George Koutsakis, whisky expert and writer, Coachbuilt was created in answer to the growing luxury whisky world “Jenson and I couldn’t find a blend that reflected what we were looking for, something that encapsulated each of these regions that we truly loved, at a premium level, so we created it ourselves” explains Koutsakis, and goes on to say “In just a year and a half we have cemented Coachbuilt as a strong player in this industry, with some amazing partnerships and global collaborations. Now, by partnering with Maverick, we look forward to taking this big next step in the brand’s expansion.”
Maverick Drinks is one of the leading craft spirits distributors in the UK, owing their success to taking a different approach to most. Michael Vachon, Co-Founder of the business comments, “We are able to almost instantly bring brands to life through e-commerce and wholesale, reaching literally millions of customers. Of course, we can’t do it without great partners; Jenson and the team from Coachbuilt have shown they’re committed to making this brand a huge success. Ultimately, it comes down to the quality of what is in a bottle, which is where we feel Coachbuilt really shines: it’s a stunning brand, with excellent liquid, that we’re sure our customers will love.”
Coachbuilt is available from Maverick Drinks via Master of Malt Trade and Master of Malt for £43.95.
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For further information, imagery and interview requests, please contact Alex Holbrook, External PR, Maverick Drinks; alex.holbrook@atomsupplies.com
About Maverick Drinks
Over the past 10 years, Maverick Drinks has developed one of the most compelling and innovative portfolios of brands in the UK. With a focus on building modern drinks brands that focus on quality, character, and value, Maverick Drinks’ brands meet the needs of what today’s consumers are increasingly looking for.
By leveraging our expertise in ecommerce and our established relationships with the nation’s largest retailers, on-trade partners and wholesalers, Maverick Drinks is able to provide an unmatched platform for growth in the UK. The quality of the portfolio and the uniqueness of its approach has led Maverick Drinks to win the IWSC Spirits Distributor of the Year in 2014, 2015, 2017 and 2018, as well as Spirits Business Distributor of the Year in 2023.
About Coachbuilt
Born from the desire to showcase the parallels between the worlds of high-end automobiles and of premium whisky, Coachbuilt draws on the shared values of craftsmanship and engineering to introduce luxury and elegance to blended whisky.
Aligning with the philosophy of Coachbuilding, Coachbuilt is engineered through the amalgamation of expertly selected whiskies from the five different regions of Scotland to create an exquisite blend.
The connection between the art of engineering a premium, balanced blended whisky and the timeless craft of Coachbuilding is typified by the partnership of Coachbuilt’s founders and CEO George Koutsakis and brand ambassador Jenson Button.
Jenson Button, a bone-fide master of Formula 1 racing and motorsport in general, naturally fulfilled the role of representing the brand that championed engineering expertise at the most premium level. Together with George Koutsakis’s exceptional whisky knowledge and years industry experience, they formed a partnership that is geared up to race out of the blocks to bring Coachbuilt to life.