The brand will exit the company’s drinks portfolio effective 1 May 2012.
Having worked with St Germain since 2010, Global Brands has delivered three consecutive years of growth for the brand and has enjoyed success with national account listings (UK), including Waitrose.
However, with the business seeking to focus on brands with significant growth potential, the decision has been made to pass St Germain back to its owner.
Simon Green, MD for Global Brands, said: “Our development strategy is more about scale and focussing on brands with potential for significant growth and as such, we have decided to end the agency agreement with St Germain elderflower liqueur.”
Source: Global Brands
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