Alizé International is to represent Kobrand's wine portfolio in all international markets outside of North America.

The initial priority for Alizé International will be Kobrand's Californian wines such as Joseph Phelps, St. Francis, Cakebread and Benziger.

"We do not expect to have to fight our way in with such first-class wines," said Alizé International managing director Lewis Johnstone. "We should be able to have to have sensible conversations with retailers in terms of margin requirements."

Alizé International was set up in 2000 by the joint owners of Alizé liqueur, Kobrand and L&L Cognac, to market Alizé liqueur outside of North America.