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St Germain dropped by Global Brands, picked up by Cask

Published:  02 May, 2012

Elderflower liqueur brand St Germain has been taken over by Cask Liquid Marketing after being dropped by Global Brands.

Having worked with St Germain since 2010, Global Brands said it had delivered three consecutive years of growth for the brand but is seeking to focus on brands with significant growth potential.

Cask is to set up a marketing campaign to encourage people to celebrate Bastille Day, to tie in with the brand's French heritage.

It has also set up a number of new initiatives including a programme called L'Équipe St-Germain, which is designed specifically to support and build a community within the bar trade, supported by activities that aim to attract consumers and bartenders alike.

Simon Green, marketing director for Global Brands, said: "We have reached the right point to conclude our brand work with St Germain and have surpassed our growth and distribution targets in premium on and off-trade accounts.

"Our development strategy is more about scale, and focusing on brands with potential for significant growth and, as such, we have decided to end the agency agreement with St Germain elderflower liqueur."

Stuart Ekins, co-founder of Cask, said: "Just after celebrating Cask's first anniversary, the addition of a brand with the influence and status of St Germain makes a real statement.

"We're delighted to be on board at such an exciting time in the brand's life cycle and believe that with the campaigns planned for the next 12 months we can take it to the next level."

The transfer of St Germain from Global Brands to Cask will take place with immediate effect.