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DRINKS NEWS
BBFB ACQUIRE DISTRIBUTION RIGHTS FOR CHAMBORD
liquid assets, drinks news, october 2006, COMMENTS
French liqueur brand Chambord, acquired by Brown-Forman in July 2006, is now being distributed throughout the UK market by Bacardi Brown-Forman Brands (BBFB) in a deal completed in September.
BBFB plan to invest heavily in the premium on trade sector throughout the latter half of 2006 and early 2007 with significant focus on top-end accounts where communication will focus on Chambord as a key cocktail ingredient.
Training and trade tours to Chambord’s state-of-the-art distillery at the brand’s home place - the Chateau La Sistiere, nestled in Cour Cheverny in the Loire Valley, are also planned for 2007 to help key accounts understand the history and distillation process behind one of France’s most famous liqueurs.
In related news, BBFB have also taken responsibility for the distribution and sales of niche Italian brand Tuaca from September 2006 onwards, with a national roll-out planned for the latter end of 2006 and early 2007 and “significant investment in the on trade over the next fiscal year”. The move to BBFB comes on the back of excellent sales results for Tuaca in Brighton where the brand has built up a loyal following.
Bruce Ray, Director of Trade Marketing for BBFB said: “Danes Ltd has done an incredible job for Tuaca in the UK already. They have built an exceptionally strong base for Tuaca within the UK market giving us excellent foundations to grow the distribution and incremental volume of the brand within other key regions.”
“Tuaca is an excellent portfolio addition for BBFB and fits in perfectly with our range of premium bar called spirits.”
Previous UK sales contacts for Tuaca - Sammy Berry and Poul Jenson, AKA the Danes - will continue to be closely involved with Tuaca as brand ambassadors and trainers throughout Brighton and rest of the UK.
From: October 2006 Issue
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