Marblehead to develop leading cachaça brand in UK

YpiocaDiageo has agreed a deal for Marblehead Brand Development to take over distribution of its leading premium cachaça brand Ypióca in the UK and Ireland.

Covering both the on- and off-trade, it takes immediate effect and includes the two premium variants, Ypióca Prata Empalhada and Ypióca Ouro Empalhada.

Daan de Kroon, Diageo global export director for Ypióca, said: “The UK and Ireland provide an exciting opportunity for an authentic high-quality, premium cachaça like Ypióca.

“The brand’s rich heritage coupled with the growing interest in Brazil as it plays host to global sporting events provide a fantastic springboard as we launch Ypióca into these markets.”

Made from sugar cane, Ypióca is a leading premium brand in its native Brazil and has a heritage dating back to 1846.

Emma Wykes, managing director of Marblehead, said: “We are really excited to be working with this internationally respected brand and this confirms Marblehead’s place in the industry as an independent, brand-building distributor.

“We have a strong portfolio of brands with integrity and Ypióca will complement it very well as the authentic cachaça from Brazil.”

De Kroon added: “As Diageo continues to broaden its portfolio in the UK and Ireland, we will take the opportunity to experiment with different brand-building models, particularly with smaller early-stage categories like cachaça.

“Given Marblehead’s proven track record of seeding and building new-to-market brands we feel that they are the perfect partner.”

Previous Third site for Malones Irish bars to open in Glasgow
Next New bar deal in "vibrant" London market