Diageo bought the brand in May 2012

Diageo bought the brand in May 2012

Ypióca, the Diageo-owned premium cachaça brand, is being given a wider-scale launch in the UK and Ireland.

The brand, which Diageo acquired in 2012, is being rolled out in the on-and off-trade after the group signed a distribution deal with spirits distributor Marblehead. Ypióca was previously distributed on a “very small scale” in the UK by a variety of companies under its previous owner, Ypióca Agroindustrial Limitada, a Diageo spokesperson told just-drinks today (29 January). 

Financial terms of the agreement with Marblehead were not disclosed. 

The initial distribution in the UK & Ireland will include the two premium variants of Ypióca Prata Empalhada and Ypióca Ouro Empalhada, with a suggested retail price of GBP21.50 (US$35.60) per bottle.

Daan de Kroon, Diageo's global export director for Ypióca, said: "The UK and Ireland provide an exciting opportunity for an authentic, high quality, premium cachaça like Ypióca.”

Diageo paid BRL900m (US$453.9m) when it acquired Ypióca, which is the top-selling brand in Brazil's “premium” cachaça market. Ypióca is currently available in 19 markets, including Brazil.

Marblehead is tied to spirits group Quintessential Brands, part-owned by former Gruppo Campari CEO Enzo Visone, after a deal was agreed last July.