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Pernod Ricard to launch Spanish brandy in UK

Published:  06 August, 2013

Pernod Ricard UK is launching premium Spanish brandy Domecq 1820 Solera Reserva in a bid to attract new consumers to a category currently dominated by French brands.

The brandy category is currently valued at around £190 million and is comprised mostly of French brands - but these are experiencing a value decline, while research has shown that non-French brandies are showing value growth of 14%.

Vicky Wood, head of marketing for Pernod Ricard UK, said: "Recent research among our 50 to 67-year-old ABC1 target consumers shows that they are ready to welcome a new brandy from Spain, merging tradition and expertise with modern cues. We are confident that Domecq will be welcomed by our brandy-loving consumers looking for something new."

"Domecq 1820 is a credible Spanish brandy that stands out thanks to its unique blend of heritage and modern and contemporary packaging."

Domecq 1820 is aged for two years in American oak in Malaga, before being bottled in Manzanares (La Mancha).

Targeting consumers in the male 50-plus bracket, the brandy is deep bronze in colour with hints of warm candied fruits and caramel.

Domecq 1820 Solera Reserva will be on UK shelves in October and will carry an rrp of £14.