Exclusive UK distribution rights for the Italian premium bitter Averna have been given to J Wray and Nephew UK Ltd. The agreement between Instil Brands and J Wray & Nephew UK Ltd will come into effect on 1 September 2014.
Averna, the second bestselling bitter in Italy, will join the portfolio of premium spirit brands distributed by J Wray & Nephew UK Ltd as of that date.
The brand was acquired by Gruppo Campari on 15 April 2014 as part of the larger acquisition of 100% of the share capital of Fratelli Averna SpA, the Italian spirit company owner of brands such as Limoncetta, Braulio and Grappa Frattina.
The brand is currently distributed in UK by Instil Drinks Co, a UK Company founded in 2013 that distributes a portfolio of handpicked spirits, liqueurs and beers.
“We’ve enjoyed working with Averna for the last 18 months,” said Nick Rodgers, head of Instil Drinks Co. “The brand is steeped in history and has great complexity of flavours. It has been rewarding to help build its popularity and see the bottle appearing on many of the country’s best back bars.”
Pietro Mattioni, managing director of J Wray & Nephew UK Ltd, said: “In light of the fast-growing popularity of bitters in the UK market, the addition of a product with such quality and heritage to our portfolio very much strengthens our proposition to the trade. We are delighted to add this great brand to our portfolio of premium spirits and to grow it to the size and scale it deserves in the UK market. We very much thank Instil Drinks Co for their continuous support and cooperation during the transition phase.”
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