UK: Underberg hands distribution deal to Cellar Trends

By | 8 April 2013

Cellar Trends will handle the three brands in the UK from next month

Cellar Trends will handle the three brands in the UK from next month

German spirits group Underberg is switching UK distribution of three brands it handles from Halewood International to Cellar Trends. 

From 1 May, Asbach, a German brandy, cachaça brand Pitu and strawberry and vodka liquer Xuxu will be handled in the on- and off-trade by Cellar Trends, the distributor said late last week. A Cellar Trends spokesperson confirmed to just-drinks that Halewood was the previous UK supplier of the brands. 

Financial details of the deal were not disclosed. 

Halewood, however, will continue distribution of Underberg's flagship brand, Underberg, a 47% abv herbal digestif. 

Terry Barker, Cellar Trends' marketing director said: “These are quality brands, each with a loyal following. This appointment recognises our experience and proven ability to grow brands in a tough competitive climate.”

Underberg's Asbach Original was launched in the UK in 2011, replacing Asbach Uralt in the country. The German company took full control of Asbach from Remy Cointreau in 2002

Pitu, prouduced by the Brazilian company of the same name, is one of Brazil's biggest cachaça brands, according to Cellar Trends, and sells around 10m cases a year in the country.

Xuxu, owned by German company Georg Hemmeter GmbH, is a 15% abv liqueur made from vodka and a strawberry mash.

Expert analysis

Global market review of cachaça – forecasts to 2016

Cachaça is the ninth-largest global spirits category at 82.67m nine-litre cases, deriving the vast majority of this volume from the domestic market, selling some 81.8m cases in Brazil in 2011. It has been widely tipped as the next big international spirits category. Much of that enthusiasm is based on potential, rather than actual, international performance to date. With Brazil scheduled to host both the Football World Cup in 2014 and the Summer Olympics in Rio in 2016, there has possibly never been a better time to build global awareness around the national spirit.

Sectors: Spirits

Companies: Remy, Cointreau

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