Premium liqueur British Cassis is being relaunched as part of a new push to increase distribution in the on-trade.
The new premium bottle bears an etched filigree design and gold typography for maximum stand-out on-shelf. The liqueur is also now available in bigger bottles, 50cl as well as 20cl.
To support the relaunch, the brand’s founder Jo Hilditch has formed a new company, White Heron Brands, which will specialise in British speciality fine food including the cassis.
British Cassis is well known on the farm shop and deli circuit but, after the rebrand, Jo plans to develop relationships with bar managers and restaurateurs as well as the retail sector.
Jo said: “Our British Cassis is a very flexible liqueur that can be added as a small measure to a number of cocktails. The intensity in the flavour means that a small quantity will go a long way and the story behind the brand is very strong.
“For example, a simple serve of 5ml dash of our cassis in the bottom of a glass of prosecco makes a bland bubbly into an exciting and colourful cocktail.
“I grow all the blackcurrants used in the liqueur – this year 25 tonnes from our field called Two Mile Gate – and nothing is added apart from a sufficient quantity of sugar to bring out the flavour.”
First created by Jo over 10 years ago on the family farm in Herefordshire, the liqueur is a British take on a classic French crème de cassis, made with press juice from Herefordshire blackcurrants.
To deliver against the new strategy, the brand has made a substantial investment in expanding its on-site production facilities.
Jo said: “Following a successful experience in the Dragons’ Den in 2015, we were inundated with investment opportunities. It became clear we had a winning brand on our hands that just needed to be developed.
“With the significant investments that have been made, we feel we are ready to meet the demands of expanding into these new territories.”