ROK Stars, the consumer products and environmental technologies development company, has announced its ROK Drinks division has reached an exclusive agreement with St. Moritz-based World of Whisky www.worldofwhisky.ch for the distribution of UB Real Irish Whiskey in Switzerland.
The agreement will begin with immediate effect with UB Real Irish Whiskey being exhibited for the first time in Switzerland at the prestigious ‘Whiskey and More’ show to be held in Lausanne on the 3rd and 4th October.
Founded 15 years ago by Claudio Bernasconi and based in St. Moritz, World Of Whiskey proudly stocks more than 1,000 varieties of whiskey from around the world and, as such, champions the claim to have the biggest selection of whiskey of any whisky shop in the world.
Commenting, Jonathan Kendrick, Chairman of ROK Stars said “We are very pleased indeed to have Claudio and his team market and distribute UB Real Irish Whiskey in Switzerland as their passion for, and knowledge of, whiskey is of the very highest level possible. The European market is key to our global deployment of our ROK Drinks portfolio, of which Real Irish Whiskey is a major part, and we look forward to seeing the same rapid growth in sales of the whiskey in Switzerland as we are already seeing in the United States, the UK, Germany and Sweden.”
ROK Drinks was co-founded by John Paul DeJoria, known as ‘America’s favourite entrepreneur,’ and British entrepreneur Jonathan Kendrick. John Paul DeJoria is best known as the co-founder of Paul Mitchell, the largest privately held hair care business in North America, as well as being co-founder of Patron tequila, the world’s Number 1 premium tequila brand. In addition to UB Real Irish Whiskey, ROK Drinks also comprises ABK Bavarian Beer, and Bogart’s Real English Gin.
Claudio Bernasconi added “We are very excited to have UB Real Irish Whiskey in our portfolio because it is our mandate to offer our customers the very best of whiskeys. We intend to use our initial period of exclusivity to generate real interest in it amongst our customers across Switzerland.”
The world whiskey originated from ‘Uisce Beatha’ (pronounced ‘ish-ka ba-ha’) the ancient Gaelic for ‘water of life’. Whiskey was first distilled by Irish monks more than 1,000 years ago and ‘uisce’ became Anglicized as ‘whiskey’.
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