Niche Import Changes Name to Marussia Beverages USA

Niche Import Co., a member of the Marussia Beverages Group, has  changed its name to Marussia Beverages USA.

The change, announced by its parent company at the beginning of the year, takes effect immediately.

The new name is meant to strengthen the global footprint of The Marussia Beverages Group, which was founded in 2004 by Dr. Frederik Paulsen and is headquartered in The Netherlands. Today the Marussia Beverages Group includes nearly 1,000 employees in 10 markets working with importers in 40 countries.

“It has long been our mission to build and develop distribution channels in the highly lucrative U.S. market that can pave the way for high quality imported brands,” says Etienne de Salins, CEO, Marussia Beverages Group. “Our new name not only reflects the strength, business acumen and passion for our industry that is indicative of the Marussia Beverages Group, but is also a signal to the market that we are an important part of a global network of specialty spirit, wine and sake brands.”

In the U.S., Marussia Beverages USA will represent Hatozaki Japanese Whiskies, Mozart Chocolate Liqueurs, Barenjager Honey Liqueurs, Mamont Vodka, Mossburn Scotch Whiskies, STROH Rums, Schladerer Fruit Brandies, Lenz Moser Wines and Akashi Tai Sake.

“We are confident that our U.S. team will continue to shape Marussia Beverages USA into a national player,” Salins adds. “It is fueled by an exceptional sales and marketing team with extensive experience in the spirits industry. Their proven track record of launching and building brands has built deep relationships with our customers, an important factor in growing our portfolio.”