British liqueur gains national listing

By Jo Gilbert

Published: 24 August, 2017

UK-made blackurrant liqueur, British Cassis, has secured its first national listing with Waitrose and will also be appearing on the shelves of Majestic.

The brand underwent a design reboot last year to help underscore its British identity and premium aspirations.

The rebranding was accompanied by a targeted brand strategy, which aimed to increase distribution in the UK off-trade while also growing its on-trade availability.

Jo Hilditch, managing director of White Heron Brands and creator of British Cassis said: “For the past 12 months, we have worked very hard at increasing brand awareness around British Cassis and showcasing the distinctiveness of our liqueur. Provenance, heritage and sustainability are crucial for us and these are values shared by Waitrose.”

The drink will be available at Waitrose online and on shelves of 129 of the retailer’s UK stores from August 2017 with an RRP £19.99.

As part of an off-trade push, British Cassis has also secured a listing with Majestic and is now available in more than half of the retailers’ national stores.

British Cassis is a liqueur that can be used to accompany gin, sparkling wines and as an ingredient in cocktails.

John Vine, Waitrose spirits buyer said: “We were impressed with the style, intensity and balanced taste of British Cassis. As proud supporters of UK artisans and producers, we are delighted to be able to introduce this unique British blackcurrant liqueur to our customers.”

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