The News
Franklin & Sons, a UK-based premium mixer, tonic, and soft drinks brand, has appointed Endurance Brands LLC as its exclusive master importer for the United States. The partnership follows successful 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 seen volumes quadrupling year-on-year in 2025 compared to 2024, with revenues surpassing seven figures.
Franklin & Sons has appointed Endurance Brands LLC—a unit of The Sheehan Family Companies—as its exclusive U.S. master importer.
The move follows a four‑fold jump in volume in 2025 and a target to reach 30 states by the end of 2026, amid a premium mixer market that saw off‑premise sales grow 8.3 % year‑over‑year in 2025.
Endurance’s national distribution network replaces earlier partial access through Empire Distributors and Cascadia Managing Brands. The new agreement enables Franklin & Sons to roll out an expanded SKU line—including Elderflower & Cucumber Tonic, Yuzu Soda, and a 8‑pack of 5.1 oz cans priced $7.99–$8.99—to all target states.
The brand is already active in the Midwest and West Coast markets, where adoption of premium mixers rose 14 % and 16 % YoY in 2025, respectively. The new SKUs will be positioned at a retail price that translates to roughly $0.99–$1.12 per 5.1 oz can, competitive within the premium mixer segment.
Franklin & Sons’ seven‑figure U.S. revenue so far comes from concentrated sales in cities such as Nashville and Boston; the master importer arrangement is intended to scale that momentum across a broader national footprint.
Distributors now have an opportunity to align with a brand whose national rollout is poised for higher margins, while bars can introduce these new mixers to reinforce upscale cocktail programs.
Original Press Release
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
Sources consulted (web research):
- Franklin Sons Appoints New Master Importer To Accelerate Growth
- Franklin Sons Expands Us Presence With Empire Distributors Partnershi…
Source: BevNET