Marblehead to distribute Ypióca Cachaça from Brazil
29th January 2014
Diageo and Marblehead sign UK and Ireland distribution agreement for Ypióca
Diageo has signed an agreement with spirits brand distributor Marblehead under which Marblehead will distribute Ypióca, the leading premium cachaça brand in Brazil, in the UK and Ireland. The agreement will take immediate effect and will cover both the on and off- trade.
Made from Brazilian sugar cane, Ypióca has a heritage dating back to 1846. Renowned amongst mixologists, the brand boasts distinctive packaging, handcrafted by local artisans. The initial distribution will include the two premium variants of Ypióca Prata Empalhada and Ypióca Ouro Empalhada.
Daan de Kroon, Diageo Global Export Director for Ypióca, comments: “The UK and Ireland provide an exciting opportunity for an authentic, high quality, premium cachaça like Ypióca. The brand’s rich heritage coupled with the growing interest in Brazil as it plays host to global sporting events provide a fantastic springboard as we launch Ypióca into these markets.”
Emma Wykes, Managing Director of Marblehead, says: “We are really excited to be working with this internationally respected brand and this confirms Marblehead’s place in the industry as an independent, brand-building distributor. We have a strong portfolio of brands with integrity and Ypióca will complement it very well as the authentic cachaça from Brazil.”
De Kroon added: “As Diageo continues to broaden its portfolio in the UK and Ireland, we will take the opportunity to experiment with different brand building models, particularly with smaller, early stage categories like cachaça. Given Marblehead’s proven track record of seeding and building new-to-market brands we feel that they are the perfect partner.”
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About Diageo
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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For more about Diageo please visit, www.diageo.com
About Marblehead
Marblehead is one of the UK’s leading, independent brand distributors and entered into a partnership agreement with the international spirits group Quintessential Brands in 2013.
Contacts
Patrick McAleenan [email protected]
ABOUT QUINTESSENTIAL BRANDS
Quintessential Brands owns an award-winning portfolio of world-class spirit brands, which is powered by a strong entrepreneurial vision and passion for innovation, backed by centuries of handcrafted distilling expertise.
Quintessential Brands Group was established in 2011 with the acquisition of G&J Distillers, the UK’s foremost gin distillery, which evolved from Thomas Dakin’s original 1761 operation and now produces an unrivalled quality gin selection. In Ireland, Dublin Liberties Distillery is our home of modern Irish whiskeys and First Ireland Spirits in Abbeyleix crafts award-winning Irish creams. Our French hub, L&L France, creates fine French fruit liqueurs, cognacs, brandies and vodka.
For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
