International Beverage establishes Manhattan hub to manage premium spirits portfolio in North America.
International Beverage has established a new spirits hub in Manhattan, New York, to directly manage distribution of its premium brands across North America. The global spirits business announced the move on Tuesday 3 February 2026, marking its first owned and managed US route-to-market operation in over a decade.
Peter Powell, formerly Regional Sales Director UK, France & Germany, will lead the operation as Regional Director of North America.
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READ THE STORYThe company is currently recruiting sales, marketing and finance staff to support Powell in the new office.
The Manhattan hub will manage most of International Beverage’s global portfolio in-house, including PRAKAAN, The Cardrona, Balblair and anCnoc single malt whiskies, Phraya Rum and The Reid Vodka.
Leading US alcohol importer MHW will provide distribution support for the operation.
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The investment follows International Beverage’s acquisition of full ownership of Greater China-based Asiaeuro International Beverage (AIB) in January 2025.
Both moves form part of the company’s global growth strategy to secure greater control of brand sales and marketing in key markets.
US operations will span on-trade and off-trade channels, focusing on establishing market presence while building foundations for long-term growth.
“Our global sales strategy is tightly focused on building bespoke plans for every brand, in every market, matched to the specific needs of our trade customers and consumers in those markets,” said Peter Powell.
“With the launch of our new spirits hub in the US, our business will have a base to deliver these finely tuned and highly effective plans in market.”
Powell highlighted the timing’s importance with several brands preparing to celebrate milestone anniversaries in 2026.
“Whilst the global spirits industry continues to face many challenges, I’m very excited to be part of a dynamic new office, a talented new US team, and an exciting new phase of growth for our brands,” he added.
International Beverage is the international arm of Thai Beverage Public Limited Company.
The company’s portfolio includes Old Pulteney Single Malt Scotch Whisky, Hankey Bannister Blended Scotch Whisky, Caorunn Gin, PRAKAAN single malt whisky, Phraya Rum, Larsen Cognac, The Cardrona Single Malt Whisky and The Reid Single Malt Vodka.
The business employs 700 staff across nine global sites in the UK, France, New Zealand and Greater China.
