Franklin & Sons Appoints New Master Importer to Accelerate Growth

Franklin & Sons, the UK-based premium mixer, tonic, and soft drinks brand, has announced the appointment of Endurance Brands LLC, part of The Sheehan Family Companies, as its exclusive master importer for the United States.

The long-term agreement represents a significant next step in the brand’s ambition to build a bigger, stronger footprint across the U.S. market. Having successfully operated in the U.S. since 2020, the appointment of Endurance Brands LLC is a natural evolution for Franklin & Sons as it looks to accelerate growth, increase distribution, and realize its ambition to become a leading challenger in the premium mixer category.

Founded in 1886, Franklin & Sons has built a proud legacy as a pioneer of flavor, renowned for crafting exceptional drinks using only the finest natural ingredients. Celebrating its 140th anniversary this year, this new partnership follows impressive growth over the last 12 months, which saw the drinks producer secure distribution in key cities like Nashville, Boston, Atlanta, New York, and Denver through partnerships with Empire Distributors and The Sheehan Family Companies.

Franklin & Sons’ commercial performance in the U.S. has already been strong, with volumes quadrupling year-on-year in 2025 versus 2024. The UK-based premium drinks brand has now surpassed seven-figure revenues in the U.S., underlining the scale of the opportunity ahead.

Endurance Brands LLC, the latest addition to The Sheehan Family Companies, has extensive experience in building and scaling beverage brands in the U.S., supported by a well-established national network of distributors.

The partnership will enable a significant expansion in distribution, increasing Franklin & Sons’ presence from 13 states currently to a target of 30 states by the end of 2026, and surpassing the desired milestone of 1 million cases. Key focus markets include the Midwest and West Coast, alongside continued momentum in existing regions.

As part of its growth strategy, Franklin & Sons is also expanding its U.S. SKU portfolio, introducing both Elderflower & Cucumber Tonic Water and Yuzu Soda this year, alongside launching an 8 x 5.1oz cans pack (RRP $7.99–$8.99) and 16.9oz bottles (RRP $3.49). The expanded range is designed to support increased distribution and strengthen the brand’s premium credentials.

Steve Perez, Founder of Global Brands, commented: “When Franklin & Sons was founded 140 years ago, it was inspired by one of the founding brothers’ journey to America, where he encountered a very different drinks culture that helped shape the brand’s original spirit. Therefore, when we acquired the business in 2015, it felt only right that part of our long-term focus should be on taking the brand back to the U.S., where so much of that original inspiration began.”

Keith Beattie, International Sales Director at Global Brands, explained: “This partnership is all about unlocking scale for Franklin & Sons. Over the past few years, we’ve laid a strong foundation in the U.S., establishing the brand’s credentials in the premium mixer space and building a loyal customer base. We would like to acknowledge and thank Cascadia for their support and contribution in helping establish Franklin & Sons in the market.”

“Endurance Brands LLC shares our vision, ambition, and belief in the brand. Together, we’re focused on building a national presence, increasing volumes through expanded distribution and visibility, and accelerating Franklin & Sons’ journey towards becoming a true challenger brand. With Endurance’s market expertise and shared commitment to brand building, we’re confident this partnership will take Franklin & Sons to the next stage of its U.S. growth.”

“Franklin & Sons represents the standard of premium, authentic brand we’re proud to bring to the U.S. market through Endurance Brands. Their heritage, craftsmanship, and commitment to quality make them a natural fit for our portfolio, and we’re excited to work together to expand their presence and introduce more consumers to their exceptional range of mixers and soft drinks. With the backing and experience of the Sheehan Family Companies, we’re well positioned to help build meaningful distribution and long-term growth for the brand.”

— David Bertoldi, Endurance Brands

ABOUT GLOBAL BRANDS

With an extensive portfolio of brands including VK, Hooch, Reef, Franklin & Sons, and many more, Global Brands has a drink for every occasion.

Global Brands was founded by entrepreneur Steve Perez in 1997. Since then, the organization has grown to become a global producer and distributor of many of the UK’s most iconic drinks brands, as well as emerging and innovative brands new to the UK market.

Global Brands aims to enhance moments one drink at a time, no matter where you are or who you’re with. For Global Brands, it’s more than just a drink.