Renaissance Brands BV and Cariel Spirits AB announce New Global Brand Licensing agreement

7 November 2009| Source: Renaissance Brands BV

Renaissance Brands BV and Cariel Spirits AB announce
New Global Brand Licensing agreement

Cariel Spirits AB, Stockholm-based creator of the Cariel Vodka, Aivy Vodka and P55 Liqueur ranges, and Amsterdam-based Renaissance Brands BV have today announced a major global brand licensing deal.
Under the new arrangements, Renaissance Brands will licence the full range of Cariel Spirits brands for all international territories outside the Nordic/Baltic region.
Cariel Spirits Founder Peter Carlson said “We are delighted to have been able make these arrangements with Renaissance Brands. This allows Cariel to focus on its core expertise of brand and product development and on its key Nordic markets. Renaissance’s vast international experience means that the international markets will now be positioned for growth too”.
Renaissance Brands Founders Seymour Ferreira & Gregg Ainsworth commented “This acquisition is a marvellous opportunity for Renaissance Brands. With our international experience, we see huge potential for this range of truly superb brands and Peter and his team are fantastic professionals with whom we are very excited and privileged to be working. This is a major first step for Renaissance Brands in creating a compelling and differentiated portfolio of quality spirits brands.
Renaissance Brands will focus initially on working closely with its current distributors in the UK, France and Australia and on expanding distribution into the key cities of the America’s, EMEA and Asia Pacific.
Who are Renaissance Brands? Renaissance Brands is a new enterprise, built on the decades of industry experience of its Founders. It is headquartered in Amsterdam, and with offices in London & Melbourne. Renaissance Brands a brand- and brand licence-owning quality spirits company which is assembling a portfolio of products via acquisition, licensing and New Product Development.
Seymour Ferreira: Until April 2009 Seymour was Managing Director of Maximum’s largest domestic business unit, Venture Europe and has 19 years industry experience gained in Western & Eastern Europe and Asia Pacific. Seymour has held senior positions with Diageo and Allied Domecq and has particular expertise in Regional, General and Joint Venture Management, Distribution, NPD and Production.
Seymour is also a director of MAS Wines & Spirits B.V an Amsterdam based distribution agency.
Gregg Ainsworth: Gregg has 20 years industry experience across Western & Eastern Europe, US and Asia Pacific, with Diageo and Allied Domecq. His expertise includes General Management, Marketing & Communications Strategy. Gregg was Marketing Director of Allied Domecq Asia Pacific 1996-2000 and is Co-founder of award-winning Australian premium ‘boutique’ wine brand, Ainsworth & Snelson. Gregg has also been a consultant to the Government, Financial Services, Technology and Consumer Goods sectors.
Who are Cariel Spirits? Cariel Spirits was founded by Peter Carlson in 2000 and has quickly gained a reputation as one of Sweden’s highest quality and most innovative spirits producers. His peers acknowledged Peter’s achievements in 2005 when he appeared as no 8 on the list of “Sweden’s 100 most interesting entrepreneurs” published by the Swedish Federation of Business Owners.
What markets will Cariel continue to be responsible for? Norway, Sweden, Finland, Denmark, Greenland, Latvia, Estonia, Lithuania and Iceland.
Will this deal affect brand production or specification? The brands will continue to be made at the same location in Sweden and subjected to the current stringent quality control standards.
What is Cariel Vodka?
CARIEL Vodka is Super Premium Vodka made from Swedish winter wheat and barley. CARIEL Vodka has a full-bodied character, a subtle sweetness and an unchallenged smoothness. CARIEL Vodka was voted the best tasting vodka in Sweden by Swedish trade magazine Aperitif in March 2009.
What is Cariel Vanilla Vodka? This was Sweden’s first vanilla vodka and has inspired a host of imitators. Has established itself as a ‘best kept secret’ amongst knowledgeable bartenders.
What is Aivy Vodka? AIVY Vodka is a unique flavoured vodka concept. Flavoured with three different flavours per product, this “Triple Flavoured Vodka” has enjoyed great success in Sweden. The AIVY range currently comprises AIVY WHITE (Pear, Strawberry, Mint), AIVY Tutti Frutti and AIVY RED (Lemon, Pomegranate, Lime).
What are P55 Liqueurs? P55 is a modern liqueur concept, developed to meet the growing trend for shots. The P55 range so far includes P55 Licorice and P55 Mint, both launched in 2008.

For more information please contact:
Seymour Ferreira: seymour.ferreira@renaissance-brands.com
Gregg Ainsworth: gregg.ainsworth@renaissance-brands.com
Renaissance Brands BV
Graafschapstraat 74
1079 PE Amsterdam
NETHERLANDS
www.renaissance-brands.com
Peter Carlson: p.carlson@carielspirits.se
Cariel Spirits AB
Riddargatan 23
114 57 STOCKHOLM
SWEDEN

For more information:
Visit: http://www.renaissance-brands.com
Contact: Gregg Ainsworth

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