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Inspirit bags King's Ginger

Published:  16 December, 2009

Inspirit Brands has been appointed by Berry Bros & Rudd to handle the UK distribution of its King's Ginger liqueur.

The brand will join an Inspirit portfolio that includes Ocho tequila, Buffalo Trace bourbon and El Dorado rum.

Inspirit managing director James Shelbourne said: "The cooperation with Berry Bros will be beneficial to both companies.

"Our team, combined with our London location, gives us immediate access to the top end of the capital's on-trade market and the decision-makers. King's Ginger is a brand that is ripe for development within the growing UK cocktail scene as well as in retail distribution."

Luke Tegner, premium brands director at Berry Bros, added: "We are confident that by working with Inspirit we will unlock the huge potential of this product."

King's Ginger was originally formulated by Berry Bros in 1903 for King Edward VII.

The 41% abv liqueur was recently repackaged and reformulated. It is available in 50cl bottles and has a take-home rrp of £17.95.