The Lovingston-based Virginia Distillery Co. recently announced a strategic partnership with U.K.-based spirits distributor Maverick Drinks that will expand the reach of both the single malt whisky that bears the American company’s name as well as its Courage & Conviction brand across the pond.
“Through this partnership, Maverick Drinks will provide full national distribution throughout the United Kingdom and increase visibility for both Courage & Conviction and Virginia Distillery Co. American Single Malt,” according to a Virginia Distillery Co. statement. “A core range of products will be available immediately through leading e-commerce platform, www.MasterofMalt.com, and wholesale partner Master of Malt Trade. The partnership marks a significant step in Virginia Distillery Co.’s international growth, bringing its acclaimed American Single Malt whiskies to more consumers in one of the world’s most influential whisky markets.”
The Virginia Distillery Co. has operated in Nelson County for a decade and is today the largest independently owned and most-awarded American single malt whisky distillery.
The company called Maverick “a bold, forward-thinking distributor known for championing modern spirits.”
“We’re incredibly excited to partner with Maverick Drinks, a distributor whose values and vision align so closely with our own,” Gareth Moore, CEO of the Virginia Distillery Co., said in his own statement. “The UK is one of the world’s most influential whisky markets, and Maverick’s dynamic route-to-market and digital leadership, including their Master of Malt platform, make them the ideal partner to help us share our American Single Malt brands with more consumers across the region.”
Maverick, based in Tonbridge in South East England, will lead distribution, trade activation and consumer engagement for the Courage & Conviction and Virginia Distillery Co. American single malt whiskies across the U.K.
“Through their connected ecosystem of Maverick Drinks, Atom Brands, and Master of Malt, there is a strong opportunity to build visibility and trial,” the release said. “This partnership with Maverick comes on the heels of recent global expansion efforts following the TTB’s ratification of the American Single Malt category in January 2025.”
TTB stands for the Tobacco Tax and Trade Bureau, a U.S. government agency under the Treasury Department regulating alcohol and tobacco.
Now that the TTB formally recognizes American single malt whisky as its own distinct category of spirits, similar to scotch and bourbon, interest from both the industry and consumers has increased. This year, the Virginia Distillery Co. has expanded distribution into France, Poland, Ukraine and Taiwan, and the addition of the U.K. further bolsters its position, especially given the market’s size, maturity and reputation within the world of single malt whisky.
Single malt whisky is very popular in the U.K., deeply tied to Scotland’s heritage, with major brands such as Glenfiddich, Macallan and Glenlivet leading sales and appealing to a large base of consumers, according to the Scotch Whisky Association. Scotland produces more than 400 million liters of single malt whisky every year.
Although based in the rolling foothills of the Blue Ridge Mountains, the Virginia Distillery Co. takes whisky’s legacy seriously, with a local team of Virginians mentored by Scottish consultants with decades of experience, according to the company.
“We’re pleased to welcome Virginia Distillery Co. into our portfolio,” Juan-Marc Correia, sales director for Atom Brands, the brand-building arm behind Maverick, said in a statement. “American Single Malt is gaining real traction in the UK, and Virginia Distillery Co. stands out for quality and clarity of vision. We’re excited to bring their whiskies to our customers and build momentum in the category.”
The Virginia Distillery Co. distills, matures and bottles all of its products on site in Lovingston. It has an annual production volume of 80,000 4 1/2-liter cases.
https://www.pilotonline.com/2026/01/01/virginia-distillery-inks-deal-with-uk-distributor/
