Marblehead to distribute Ypióca cachaça
Marblehead has signed a deal with Diageo to distribute Brazil’s leading cachaça brand Ypióca in the UK and Ireland.
Ypióca has been made from fermented Brazilian cane sugar since 1846 and Diageo bought it for £270 million in 2012.
Daan de Kroon, Diageo’s global export director for Ypióca, said: “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 [the 2014 World Cup is in Brazil, followed by the 2016 Olympics in Rio de Janeiro] provide a fantastic springboard as we launch Ypióca into these markets.”
Marblehead is now distributing two variants – Ypióca Prata Empalhada and Ypióca Ouro Empalhada.
Emma Wykes, managing director at Marblehead, said: “We have a strong portfolio of brands with integrity and Ypióca will complement it very well.”
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 it is the perfect partner.”