The founder of British Cassis has formed a new speciality fine food company, under which she will relaunch the brand of blackcurrant liqueur to a new on-trade audience as well as major retailers.
British Cassis will use its premium new look and feel to develop new relationships with bar managers, restaurateurs and the retail sector. Each bottle now features the name of the brand’s new parent company, White Heron Foods.
To deliver against the new market strategy, the brand has also made a substantial investment in expanding its on-site production facilities. The British Cassis bottle and packaging have been completely overhauled and replaced with a new premium bottle that bears an etched filigree design and gold typography for maximum stand out on-shelf. The liqueur is also now available in bigger bottles, with the large size 500ml and the small 200ml.
The brand is looking to develop relationships in local markets as well as overseas, with strong messaging around its pure production methods and the provenance of its ingredients, it said.
British Cassis founder Jo Hilditch said: “Following a successful experience in the Dragons’ Den in 2015, we were inundated with investment opportunities. It became clear we had a winning brand on our hands that just needed to be developed. With the significant investments that have been made, we feel we are ready to meet the demands of expanding into these new territories.
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