British Cassis looks to expand off-trade presence

British Cassis has revealed plans to invest in nationwide marketing and sampling activity to boost the profile of the brand over the next 12 months.

The premium blackcurrant liqueur, which has just secured its first listing with Waitrose, was given a new look and feel last summer. The brand is part of the White Heron Brands portfolio.

Peter Andrew, executive director for the brand, told DRN: “Over the next few months, we will be concentrating on securing more listings for British Cassis, which reflects our ambitious plans to increase availability around the UK. We will also be investing in marketing and sampling activities within retailers’ stores and at key consumer events throughout the country to further engage our consumers, grow our fan base and, of course, raise visibility to encourage customers in store.”

Last summer’s rebranding activity was accompanied by a targeted brand strategy, which aimed to increase distribution in the UK off-trade. The Waitrose listing, revealed last month, comes as a result of this activity and the drink is now available online and on shelves of 129 of the retailer’s UK stores.

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 our 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. As a British brand, we are obviously thrilled to be available in its stores.”

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

The brand has also secured a listing with Majestic and is now available in more than half of the retailers’ national stores. 

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