Owners of Greenall’s gin take on Alizé liqueurs in French deal

2013 Alize Range

The Alizé range of fruit liqueurs has been acquired by the Quintessential Brands Group, joining a portfolio that includes gins Greenall’s and Bloom.

The brand has changed ownership as part of the group’s acquisition of Lafragette & Legier SA (L&L) from French American Vintners Inc, part of the US-based Kopf Group.

L&L, based in south-west France, manufactures fruit liqueurs, cognacs, other brandies and vodka, including Bohême Liqueurs and Baron Clovignac Cognac.

There are four Alizé products, all with a base of cognac and vodka: Gold Passion adds passion fruit, Red Passion adds passion fruit and cranberry, Blue Passion adds cherry and ginger, and Rose Passion adds lychee, strawberries and rose essence.

The range, which was relaunched in 2013, was distributed by J Wray & Nephew in the UK until April 2014 when it switched to wine importer Les Grands Chais de France.

The deal is part of the Quintessential Brands Group’s ongoing strategy to acquire drinks companies that complement its existing portfolio of brands and open up access to markets around the world. L&L expands the Quintessential Brands Group’s global distribution to more than 30 new markets.

L&L created and owns the Alizé brand everywhere in the world except North America where it is owned by Kobrand, a Kopf Group company. L&L will continue to manufacture Alizé on behalf of Kobrand for the USA and Canada.

Enzo Visone, chairman and co-founder of the Quintessential Brands Group, said: “This acquisition brings new production capabilities for high-quality spirits including private-label and contract-manufacture products.

“L&L is renowned for its expertise in crafting exquisite fruit liqueur spirits, brandies and cognacs and we are very excited at the prospect of working in both new categories and in new markets.”

The Quintessential Brands Group encompasses businesses G&J Distillers, First Ireland Spirits Company and leading UK brand agency Marblehead Brand Development. As well as Greenall’s and Bloom, its brands include Berkeley Square and Opihr gins, Toussaint Coffee Rum Liqueur, O’Mara’s Irish Country Cream, Feeney’s Irish Cream Liqueur and The Dubliner Irish Whiskey.

Georges Chasseuil, president of L&L, added: “Becoming part of the Quintessential Brands Group is the most significant development for the business in the last five years and we very much look forward to building the business as part of a larger spirits group.”

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