Luxco® brands aren’t just growing here in the U.S. The recent boom in spirits sales is a worldwide phenomenon, and our brands have expanded their global engagement game. Luxco Vice President of Brands Sales Ryan Earey and his team – along with Ross & Squibb Master Distiller Ian Stirsman and the Ross & Squibb brand team – headed to Dusseldorf, Germany, in March for the Prowein, the largest international trade fair for wines and spirits.

The Luxco Branded Spirits sales team joined 6,000 other exhibitors from 61 countries to educate 50,000 trade show attendees about the full portfolio of Luxco branded spirits. Among the trade show attendees were prospective importers and distributors with the potential to expand Luxco brands’ global presence.

“Our team pulled out all the stops at Prowein as we sought out the right partners in Europe who we believe can help us maximize success for our brands,” said Earey. “The spirits industry is booming in Europe, and we are only beginning to tap into that demand. Education is key for Luxco brands to leverage that demand.”

For Stirsman and the Ross & Squibb brand team, participation in the event provided an excellent opportunity to promote the Remus® and Rossville Union® brands, as well as to introduce Remus and Rossville Union in 700 mL bottles, coming to the European market this summer. The introduction – and the whiskeys – were well received.

Stirsman and company then made their way to London to speak with trade and consumer media– including an interview on Sky News, Britain’s global, free-to-air news network and part of the Sky Group division of multinational telecommunications and media conglomerate Comcast. The media meetings went so well, several outlets expressed their interest in visiting the Ross & Squibb Distillery™ over the summer.