A drinks startup company is set to expand its sales after signing a deal with a leading wholesaler.

Dudley-based independent drinks company, Virtus Brands, has taken a leap forward after signing a deal with leading wholesalers, Parfetts.

The firm manufactures and distributes as many as 15 drinks brands, including its high-selling Jatt Life ultra-premium vodka.



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Via the Parfetts' drop shipping scheme, Virtus secures access to 1,000 independent retailers nationally across the wholesaler's symbol group.

Parfetts, one of the UK’s largest independent retail wholesalers, stocks more than 9,000 products within their network of cash and carry depots.

Their Go Local, The Local, and Go Local Extra outlets make up the symbol group.

Being added to the company's approved supplier list allows Virtus to supply all of its products through Parfetts’ direct-to-store partnership with discount buying organisation Procuria.

Virtus is the first alcohol brand to sell its products through the partnership.

This follows the wholesaler opening a major depot in Birmingham last year, thus creating opportunities for brands in the Midlands.

Retailers will receive a free case of Virtus' exclusive pink prosecco on the placement of their first order.

Sales director Tony Houlston, who brought 30 years of experience in the UK food and drink retail sector to Virtus, played a key role in securing the deal.

Baz Kooner, the company's founder, who started Jatt Life in 2020, 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."

He added: “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.”