West Midlands-based drinks startup and Jatt Life vodka manufacturer Virtus Brands has signed a distribution deal with Parfetts.

The supplier, which manufactures and distributes 15 drinks brands, has joined the wholesaler’s drop shipping scheme, giving it access to 1,000 independent retailers nationwide.

It is now on Parfetts’ approved supplier list, meaning it can offer all of the products in its range via the wholesaler’s direct-to-store partnership with discount buying organisation Procuria.

Retailers will receive a free case of Virtus Brands’ Pink prosecco when they place their first order. The supplier is also planning brand activation events at Parfetts sites across the country.

Its other brands include tequila Rico 69, Madusa champagne and Sweet Shop Vodka.

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Founder Baz Kooner said: “The dream for Virtus Brands is for our brands to be stocked worldwide in high-end bars and restaurants and big-name retailers, and signing this deal with Parfetts is a major step on the road for us.

“One of the biggest challenges as a growing business is being able to raise awareness and generate demand and then being able to supply enough products to meet it. Parfetts’ drop shipping arrangement helps solve both of those products for us.

“Consumers, especially at the younger end of the market, are increasingly looking for new, independent brands offering something they’ve never seen before. This is precisely what Virtus Brands is all about and we’re excited about the prospect of getting our products better known and meeting this demand.”

The tie-up follows Parfetts opening its Birmingham depot last year, with the Midlands a key region for Virtus Brands sales.

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