Heaven Hill Distilleries has signed a five-year UK distribution agreement for HPNOTIQ liqueur with marketing company charteredbrands.

Edinburgh-based charteredbrands said the HPNOTIQ deal fit its strategy of targeting the alcoholic drinks market as a sector for growth.

The marketing company is known in the UK for introducing pomegranate juice Pomegreat. In relation to this, a charteredbrands spokesperson told just drinks: "We have grown the brand beyond any bodies wildest expectations."

HPNOTIQ, America's fourth best selling liqueur, is a blend of premium vodka, natural tropical fruit juices and Cognac.
 
It had been launched and marketed in the UK by Allied Domecq since September 2004 until the acquisition of Allied by Pernod Ricard and Beam Global Spirits & Wine last year.

Glen Gribbon, brand realisation director for charteredbrands, said: "Building on the early success of Allied, we will be targeting the on-trade, but with more of a focus on clubs.  We have agreed a significant six-figure programme of activity with Heaven Hill to support this next stage in the development of HPNOTIQ.
 
"We will appoint a brand ambassador, to be based in London. Additionally, we will be working with Windfall Drinks as a joint venture partner to provide sales support and, combined with our unique model for creating brand value, we believe this collaboration will offer impressive continued growth potential."