ROK DRINKS AND CELLAR TRENDS SIGN MULTI-YEAR EXCLUSIVE DISTRIBUTION AGREEMENT FOR 'UISCE BEATHA REAL IRISH WHISKEY' ACROSS THE UK

Wednesday 9th April 2014

ROK Stars PLC, the consumer goods and environmental technologies company, has announced its ROK Drinks division has signed a multi-year exclusive agreement with leading UK beverages distributor, Cellar Trends, for the distribution of Uisce Beatha Real Irish Whiskey.

The Agreement between ROK Drinks and Cellar Trends will begin with immediate effect.

Cellar Trends is a family-owned distributor of more than 40 premium brands including malt whiskies from many regions in Scotland (including Bowmore, Auchentoshan and Glen Garioch) and the award-winnng Suntory whiskies of Yamazaki, Hakushu and Hibiki. The company has a strategic wish to expand their excellent whisky portfolio and credentials with the addition of a number of carefully selected craft brands from other major whisky-producing areas to include Ireland, a country rich in whiskey heritage and quality.

Commenting, Jonathan Kendrick, Chairman of ROK Stars said “We are particularly pleased to be working with Cellar Trends to market and distribute Uisce Beatha Real Irish Whiskey across the UK on an exclusive basis as this is development is a key part of our rapid deployment of the ROK Drinks portfolio internationally.”

ROK Drinks was co-founded by John Paul DeJoria, known as 'America's favourite entrepreneur' and Jonathan Kendrick. John Paul DeJoria is best known as co-founder of Paul Mitchell, the largest privately held hair care business in North America, as well as being the co-founder of Patron Tequila, the world's Number 1 premium Tequila brand.

Martin Watts, Managing Director and co-founder of Cellar Trends added "We pride ourselves on our ability to identify the very best new products in the drinks market and, in Uisce Beatha Real Irish Whiskey we have found an absolute winner. Beautifully packaged and designed for real on-shelf stand-out, Uisce Beatha is a superior blend of Irish whiskey which we are delighted to represent in the UK market."

First distilled by Irish monks more than 1,000 years ago, the word 'whiskey' comes from the ancient Gaelic 'Uisce Beatha' meaning 'Water of Life' and is pronounced 'ish-ka ba-ha'.

Uisce Beatha Real Irish Whiskey is a blend of Irish single malt and grain whiskies which have been matured for at least 4 years in ex-Bourbon American oak casks to deliver a soft, subtle and delicately sweet flavour with a long, malty finish.

More information at:
www.rokdrinks.com
www.realirishwhiskey.com
www.cellartrends.co.uk