Marblehead to distribute Ypióca cachaça

29 January, 2014

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.”




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter