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Old Samuel Bourbon (produced by Toorank Distilleries), a product which hasn’t even featured on sales tables since its launch seven years ago, has seen a 200% increase in sales this year to become the UK’s third best selling bourbon brand. Over 300,000 bottles have already been sold, compared to 150,000 bottles at the same time last year. With its value-for-money pricing, the AC Nielsen statistics also showed Old Samuel to be the eighth best selling imported whiskey brand. Despite a lack of marketing expenditure, Old Samuel has outsold a host of household whiskey brands, including Jameson 12 Year Old and Canadian Club.

As the state of the UK economy has deteriorated, Old Samuel has seen a converse rise in fortunes, with the best performance seen in the third quarter; tellingly, this growth has occurred within the existing supply network, which includes Tesco, Wine Cellar and Costcutter. Additionally, TibuRon Batidas, Toorank’s latest value brand, is also performing...

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