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Cellar Trends Strengthens Portfolio With the Addition of Hardy Cognac

Ultra Premium spirits boast impressive long-term growth of +79%* in the UK market. As a result UK distributor of premium beverages, Cellar Trends, is delighted to announce that Hardy Cognac will be joining the portfolio ahead of the key Christmas trading period.

Hardy Cognac has a colourful and enviable history. Founded by Anthony Hardy in 1863, the company remains a family enterprise to this day, with fifth generation Bénédicte Hardy in role as International Brand Ambassador. Cellar Trends will be leading with three core and award-winning products from the wide Hardy portfolio – Hardy Legend 1863, VSOP Organic and XO Rare.

Cellar Trends Managing Director, Simon Thomas. comments, “Cellar Trends has a longstanding gap in the portfolio for a Cognac brand, so we are delighted to be welcoming Hardy cognac into the portfolio as a genuinely aspirational brand boasting exceptional quality liquid.”

The Cellar Trends marketing team have worked in partnership with the Hardy team to design a plan to drive the brand via the independent on trade, specialist and online channels. The partnership will begin with an online training and tasting masterclass hosted by Bénédicte Hardy for the full Cellar Trends team.

Nathalie Egreteau, Hardy Western Europe Area Manager comments, “The Hardy House is proud to delegate the distribution of its cognacs to Cellar Trends. The choice to entrust our cognacs to this new partner was an obvious one considering the quality of the brands the Cellar Trends carries in its portfolio. The strong partnership already in place with Amber Beverage Group in international markets further encourages us to believe that this new alliance will bring success for both companies in the UK.”

Source: IWSR 2020 Report MAT Vol Yr/Yr 2019 vs 2015


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