SWEDEN: V&S sells Heering cherry liqueur

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V&S Group has offloaded cherry liqueur brand Heering to the investors behind Xanté pear and Cognac liqueur.

The Swedish state-owned spirits giant sold the brand to the Tilander family, which owns 100% of Xanté, for an undisclosed sum.

The origins of Heering, known as the first cherry brandy, go back to 1818 when the brand was first produced. The brand is also famous for being an ingredient in the Singapore Sling cocktail.

V&S bought Heering in 1999 but a spokesman told just-drinks today (29 September) that the brand was no longer one of its "core" products.

He said: "We focus on our core categories and core products and, within that business area, our core products are vodka, aquavit and bitters."

Fredrik Tilander, a member of the venture capital family behind Xanté, said the acquisition was a "great opportunity" for the company.

"Its heritage is definitely a strength. Of course we have to be contemporary as well to reach younger consumers but its heritage is something to build on," he told just-drinks.

Tilander said his company would take over the sales and marketing of Heering on a country-by-country basis. However, he could not yet give "specific details" on the company's plans.

Heering is sold in over 100 countries worldwide with the US, Germany and Israel its key markets.

Sectors: Spirits

Companies: V&S Group

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