Hi-Spirits now handles Fernet Branca and Antica Formula in Ireland

Hi-Spirits now handles Fernet Branca and Antica Formula in Ireland

Sazerac Co's Hi-Spirits Ireland unit will distribute a range of Fratelli Branca Distillerie's products in the country, including the Italian digestif Fernet-Branca. 

The new partnership, which started this month, sees "a significant increase" in trade support for Fernet-Branca, Brancamenta, Caffe Borghetti, Antica Formula, Punt e Mes and the Carpano vermouth range. The move builds on a partnership between FBD and Hi-Spirits UK, the firm said.

"The resurgence of the cocktail culture is driving strong demand from consumers for drinks with genuine provenance and heritage," said George Roberts, Hi-Spirits Ireland's country manager. "Fernet Branca has huge credibility amongst drinks trade professionals, and we're looking forward to working with bars and retailers to raise its profile even further. We'll be launching a new cocktail competition, and offering staff incentives including trips to the distillery, as well the opportunity to take part in the global Fernet-Branca Barback Games, which are being held London in 2018."

just-drinks understands that the products were previously handled by Classic Drinks in the market. 

Dublin-based Hi-Spirits Ireland is a subsidiary of the US-based Sazerac Co. It distributes a portfolio including Southern Comfort, Buffalo Trace Bourbon, Fireball, Antica Sambuca and RedLeg rum.

FREE TO READ - just-drinks' Mergers & Acquisitions database - January 2018