A Brand New Day for Luxardo in the Netherlands?

Italian liqueurs group Luxardo has confirmed a switch of distributor in the Netherlands.

The family-owned firm said late last week that A Brand New Day Drinks Company will become the new distributor for its brands in the Netherlands from 1 July. Luxardo's brands, which include a namesake limoncello and a sambuca, had previously been handled by Fine Drinks – formerly Racke Nederland.

“We want to thank Fine Drinks for the creation of the number one position in the limoncello segment” said Matteo Luxardo. ”We are convinced that A Brand New Day will further improve the position for Luxardo.”

The Italian firm said it believes A Brand New Day “will be able to grow the brand position further”, a spokesperson told just-drinks. The company will focus on the Dutch on-trade going forward.

A Brand New Day was founded in 2005 and also handles the marketing and sales of Brown-Forman's Jack Daniels and Southern Comfort brands.