Alexandrion Group, the leading spirits and sparkling wine producer in Romania and prominent industry player internationally, announces the end of its decades-long distribution partnership with William Grant & Sons (WGS).
The Group decided to take this action due to incompatibility with WGS regarding local and regional market strategies.
As a major distributor of single malt whiskies for many years, Alexandrion Group thrives on providing premium spirits to as many consumers as possible, including in Romania, the wider region, and worldwide. The Group’s leadership in creating and shaping the market reached new heights in 2022, with the launch of its award-winning Carpathian Single Malt Whisky—the first-ever single malt produced in Romania or indeed the region.
Dr. Nawaf Salameh, Founding Chairman of the Alexandrion Group, noted that “the Romanian and regional spirits market has developed so much in the past few years and I’m proud to say we have had a decisive role in creating, expanding, and driving it. As a result of our efforts, Romanian consumers’ tastes have evolved greatly—as have their expectations for quality in this regard. Single malt whisky consumption has also increased significantly, and we are driving this trend as well by providing premium products, and by educating consumers through the constant efforts and involvement of our Single Malt Society.”
“Single malt whisky is not just a drink, it’s a statement,” he continued. “It is also a labor of love, a symbol of our commitment to excellence, and to demonstrating both at home and abroad that Romania can produce world-class products—and that our people want and expect such products. Our customers constantly tell us how much they enjoy it. But, more than that, how they feel such pride that it is produced here, in Romania, which is the center of the multinational Carpathian region. They know about the unparalleled quality of Romanian barley, the Carpathian water, and a climate second to none in its suitability for fine whisky craftmanship and production. I want as many Romanians as possible, but also people from all the countries in the Carpathian region—and indeed in every country from the United States all the way to Japan—to discover the qualities of this spirit. Because they deserve it. That’s why I created Carpathian Single Malt, despite those so-called industry experts who were telling me it was impossible. Maybe because they didn’t have the vision or the courage to try.”
“Alexandrion Group’s cooperation with William Grant & Sons was focused on the distribution of their single malt brands, such as Glenfiddich and the Balvenie. Sadly, after so many years WGS has changed its strategy for the local market to focus on blended whisky. Romanian consumers deserve better, and so I’ve decided to end our partnership,” Dr. Salameh added. “We showed the world that our country can produce world class products, we have everything that it takes for that: the resources, the master craftsmen and expertise, the determination, and resilience.
We look forward to continuing our mission to cultivate Romania’s expectations for exceptional quality at exceptional prices—the core value of the Alexandrion Group!”
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Alexandrion Group is the market leader in the production and distribution of spirits and wines in Romania and the only single malt producer in the country. The group has a history of over 200 years in the local spirits industry, producing some of the strongest brands in Romania, at THE ALEXANDRION SABER 1789 DISTILLERIES, recognized both nationally and internationally for their quality and refinement. The product portfolio includes traditional Romanian drinks and international products. Alexandrion 5 * and 7 *, the famous Brâncoveanu XO, VS and VSOP vinars, SABER Elyzia fruit liqueur, Zolmyr fruit distillate, Kreskova Vodka and other products which have ensured the Group the leader of the Romanian spirits and traditional drinks market. Since 2018, the Group expanded its activity, completing its portfolio with award-winning, still and sparkling wines.
