BBR presses on with spirits push

Berry Bros & Rudd Spirits has formed a strategic partnership with Anchor Brewers & Distillers in the US that includes Anchor Distilling and Preiss Imports within its spirits division.

The move is designed to fit with BBR Spirits’ new strategy to focus on its premium spirits brands.

Following the disposal of the Cutty Sark whisky brand, BBR managing director Hugh Sturgess told the July edition of the drinks business that the company’s new approach to spirits was to build a portfolio of premium brands that was "more akin to our reputation in wine".

He said: "We are trying to bring the two sides of the business closer together in terms of values and we think that there is quite a lot of room for a specialist, high-quality, niche, family-owned spirits company as well." 

Speaking of the arrangement with Anchor, Simon Berry, BBR chairman, said: “This partnership has been made possible by the sale of Cutty Sark earlier in the year to the Edrington Group and underlines the commitment of Berry Bros & Rudd Spirits within the US.”

According to BBR, Anchor delivers a distribution platform that shares many values with its own, including independence, a differentiated offering, genuine provenance and authenticity.

A statement said: “Within the spirits division, Anchor Distilling has been an innovative leader of the artisan spirits movement and Preiss Imports has for many years acted as a bridge between discerning consumers and top quality, family-owned brands.

“The spirits expertise of Keith Greggor and Tony Foglio will benefit the development of No. 3 London Dry Gin and The King’s Ginger in the US.”

 
Keith Greggor, CEO of Anchor Brewers and Distillers, added: “There is an undeniable affinity for craft beer and artisan spirits around the globe.

“The partnership between Anchor and Berry Bros & Rudd will provide an international platform to foster the development of authentic, quality products founded in tradition”.
 
Jeremy Parsons, CEO of BBR Spirits, said Anchor is the “ideal partner” to help distribute its new spirits brands in the US market.

“This is particularly important for brands, such as No. 3 London Dry Gin and King’s Ginger Liqueur,” he said, “which require real care and focus in the early years.

“This investment will enable Berry Bros & Rudd Spirits to grow our premium spirits brands and, ultimately, to connect with a rapidly-growing audience with a demonstrated affinity for our hand-crafted spirits.”
 
Berry Bros. & Rudd products already available in the US will continue to be marketed and distributed by those contracted companies.
 
Central to the strategy for Anchor Brewers & Distillers is the creation of a ”Centre of Excellence,” which will serve as an epicentre of development, education, entertainment and innovation for brewers and distillers.

For more insight into BBR’s future strategy, see the the lead interview in the July 2010 edition of the drinks business.

Alan Lodge, 18.08.2010