González Byass has named German wholesaler Schlumberger as the new distributor for the Spanish group’s sherry, gin and brandy portfolio.
The deal became effective on 19 October.
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Under the contract, Schlumberger assumes distribution of the brands Tío Pepe sherry, London No.1 gin and Lepanto Brandy de Jerez.
González Byass told Just Drinks it has been present in Germany “for many years” but did not confirm who previously distributed for the business in the market.
It declined to confirm the length of its new contract with the Meckenheim-based wholesaler.
Asked why the business chose Schlumberger, González Byass said it “has been importing and distributing wines and spirits in Germany since 1970, with a strong presence in gastronomy and specialist retail”.
The Lusco winemaker added the agreement “gives German trade and gastronomy customers constant availability and consistent quality, with our whole range through one partner”.
Rudolf Knickenberg, the CEO of the Schlumberger Group, said: “With González Byass we’re not gaining just any sherry producer, but the reference from Jerez. Tío Pepe is the sherry brand guests already know.”
González Byass’ recommended retail price in Germany for the sherry brand Tío Pepe is €13.99 ($15.60).
Over the next 12 months, the Beronia wine brand owner said it will seek “to stabilise and grow our brands in Germany, starting with gastronomy, where Tío Pepe is already the sherry guests ask for”.
It added: “From there, we’ll work across on-trade and retail wholesale, specialist retailers, cash and carry, and supermarkets and hypermarkets where it fits each product. Online is important too.”
João Vicente, González Byass’ regional sales manager for Europe, said: “In Germany, when people ask for a fino, they ask for Tío Pepe. With Schlumberger, they’ll find it in every bar, restaurant and shop that matters.”
