REG - East Imperial PLC - Vietnam Distribution Agreement

East ImperialAnnouncement

08/12/2022 07:00

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RNS Number : 9863I  East Imperial PLC  08 December 2022

East Imperial PLC

Vietnam Distribution Agreement

Enables East Imperial to focus on Vietnam's premium hotel and tourism market

East Imperial, the global purveyor of ultra-premium beverages, is pleased to
announce the appointment of SUTL Group ("SUTL") as the Company's exclusive
distribution partner in Vietnam. Under the terms of the partnership, SUTL will
supply East Imperial's entire range throughout Vietnam.

The partnership with SUTL will enable East Imperial to continue to build its
presence in the luxury hotel and high-end tourism market. With an estimated
100 hotel projects currently under construction in the country, Vietnam's
tourism sector is set to witness strong growth in the next five years, with
international tourist arrivals expected to surpass pre-pandemic levels in
2024.

Today's announcement reiterates East Imperial's commitment to building a deep
regional network across APAC and follows East Imperial's existing partnership
with SUTL Group for distribution in Singapore, as well as agreements with
Leung Yick in Hong Kong and Wen Hua Hang Wine Spirits Company (WHI) in China.

SUTL has over 50 years of experience in building an extensive network of close
relationships in 18 markets across Asia. SUTL has assisted in distributing and
growing global brands such as Jack Daniels, Jim Beam, Johnnie Walker, and Fiji
Water, which now benefit from high brand recognition throughout the region.

APAC continues to be the cornerstone of East Imperial's revenues in short to
medium term, with the adoption of spirits accelerating quickly in the region,
driven by both cultural trends and an increasing middle class. With the APAC
market continuing to ease Covid restrictions, East Imperial expects to see
accelerated momentum in this key market.

Tony Burt, CEO & Founder of East Imperial, said:

"Today's announcement represents another important milestone for East
Imperial. The partnership with SUTL offers a fantastic opportunity to develop
our presence in Vietnam's premium beverage market and secure market share in
this valuable region.

"Vietnam is among the leading international destinations for tourists, and I
am incredibly excited to bring our products to discerning consumers throughout
the country. I am also delighted to continue our relationship with SUTL, whose
depth of expertise and extensive distribution network provides us with the
best platform to achieve our retail ambitions in Vietnam.

"Today's update, together with the recent announcements of our US distribution
agreement with RNDC and US bottling partnership with The Lion Brewery,
demonstrates the momentum in the business and our determination to ensure we
have a strong position in our key markets."

Media Enquiries

Brunswick Group

Helen Smith            +44207404 5959

Will Booth

Eastimperial@brunswickgroup.com

About East Imperial

Founded in New Zealand and Singapore in 2012, East Imperial produces a range
of ultra-premium mixers that sell throughout APAC, the US and EMEA. Guided by
a clear strategy to capitalise on the growing demand for premiumisation across
the beverage industry, East Imperial has sold over 20 million bottles in over
20 countries since its founding, with popular products including Old World
Tonic, Grapefruit Tonic, Yuzu Tonic and Mombasa Ginger Beer. In 2022, East
Imperial won 8 medals at the coveted Tonic & Mixers Masters Competition in
London.

The company was founded on the philosophy of creating exquisite products
defined by heritage, tradition and authenticity. All products are made from
the highest quality, all-natural ingredients, reflecting East Imperial's
commitment to providing a sustainable product and minimising environmental
impacts at every stage of the manufacturing process.

For more information about East Imperial and its ultra-premium mixers, visit
eastimperial.co.uk.

About SUTL Group

As a leading distributor for over 50 years, SUTL Group represents some of the
world's most well-loved brands and products, ranging from tobacco, wines,
spirits, beer and beverages to household items, cosmetics and fragrances
across a well-established and extensive distribution network covering 18
markets.

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