East Imperial PLC on Thursday said it appointed SUTL Group as its distribution partner in Vietnam.

East Imperial is a London-based premium mixers maker.

The partnership with SUTL will enable East Imperial to continue to build its presence in the Vietnamese 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, East Imperial said. International tourist arrivals are expected to surpass pre-pandemic levels in 2024.

The appointment 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.

APAC continues to be the cornerstone of East Imperial’s revenues in the short to medium term, with the adoption of spirits accelerating quickly in the region, driven by both cultural trends and a growing middle class.

Founder & Chief Executive Officer Tony Burt said: ‘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.’

‘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,’ Burt continued.

Shares in East Imperial were trading 3.3% higher at 3.10 pence each in London on Thursday afternoon.

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