British Cassis gets Waitrose deal

Premium blackurrant liqueur, British Cassis has secured its first national listing with UK supermarket Waitrose, a year on from its rebranding.

The drink is part of the White Heron Brands portfolio and will be available online and in 129 Waitrose stores from August 2017, RRP £19.99.

White Heron rebranded the liqueur last summer as a premium British spirit, which aimed to increase distribution in the UK off-trade while also growing its on-trade availability.

“For the past 12 months we have worked very hard at increasing brand awareness around British Cassis and showcasing the distinctiveness of our liqueur, said Jo Hilditch, managing director of White Heron Brands and creator of British Cassis.

“Provenance, heritage and sustainability are crucial for us and these are values shared by Waitrose.”

As part of its off-trade push, British Cassis has also secured a listing with Majestic and is now available in more than half of the retailers’ national stores.

White Heron says British Cassis is a versatile drink that can accompany gin, sparkling wines and be used as a quality ingredient in cocktails, to enhance deserts or even be enjoyed neat.

John Vine, Waitrose spirits buyer added: “We were impressed with the style, intensity and balanced taste of British Cassis.”