Paragon Brands has widened the UK reach of two established spirits labels after securing Booker distribution for Żubrówka Biała vodka and Goslings Black Seal Rum. The 70cl bottles will appear in 100 Booker branches this month, giving convenience retailers and local stores a route into brands with strong heritage and premium positioning. According to Retail Times, the move is aimed at strengthening availability for independent operators across Booker’s network.

For Paragon, the listing adds another layer of momentum in the convenience channel, where premium drinks are increasingly being used to capture planned purchases and impulse sales. The company says Żubrówka Biała is made from rye grain and spring water, while Goslings Black Seal Rum draws on more than two centuries of Bermudian family ownership and blending expertise. Paragon also highlights the rum’s association with the classic Dark ’n Stormy cocktail, a trademarked serve that has helped define the brand’s identity.

Chris Jones, managing director at Paragon Brands, said the Booker deal marks an important step in the company’s convenience strategy, while Booker’s trading director, Peter Bexton, said the wholesaler was pleased to add two distinctive brands with clear provenance. That language fits a broader push by Paragon to expand Goslings’ UK presence: The Spirits Business reported in February that the company had been appointed as Goslings’ exclusive UK distributor.

Żubrówka Biała is described as Poland’s number one vodka brand and the UK’s second-largest imported vodka, with Paragon also promoting its wider range, including flavoured variants and Bison Grass Vodka. The Booker listing follows a year in which Goslings has continued to build visibility in the trade, while Paragon’s own website shows the company already carries several expressions from the rum house. For convenience retailers, the appeal is clear: two recognised names, premium credentials and products suited to gifting, home entertaining and higher-value basket spend.

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