The alliance that includes Anchor Distilling and Preiss Imports within its spirits division is said to fit with the strategy of Berry’s strategy to focus on its premium spirits brands following the sale of the blended scotch whisky brand Cutty Sark to the Edrington Group earlier this year.
BBRS, which is part of the famous family-owned and still family-run London wine and spirits merchant, says: “Anchor Brewers & Distillers delivers an innovative distribution platform that shares many values with Berry Bros. & Rudd, including independence, a differentiated offering, genuine provenance and authenticity.
“Within the spirits division, Anchor Distilling has been an innovative leader of the artisan spirits movement and Preiss Imports has for many years acted as a bridge between discerning consumers and top quality, family-owned brands. The spirits expertise of Keith Greggor and Tony Foglio will benefit the development of No. 3 London Dry Gin and The King’s Ginger in the US,” states BBRS.
“There is an undeniable affinity for craft beer and artisan spirits around the globe,” said Keith Greggor, chief executive of Anchor Brewers & Distillers, “The partnership between Anchor and Berry Bros. & Rudd will provide an international platform to foster the development of authentic, quality products founded in tradition”.
Jeremy Parsons, BBRS chief executive said: “By aligning with Anchor Brewers & Distillers we’ve found the ideal partner to share our new spirits brands within the US market. This is particularly important for brands, such as No. 3 London Dry Gin and King’s Ginger Liqueur, which require real care and focus in the early years. This investment will enable Berry Bros. & Rudd Spirits to grow our premium spirits brands and, ultimately, to connect with a rapidly growing audience with a demonstrated affinity for our hand-crafted spirits.”
Berry Bros. & Rudd products already available in the US will continue to be marketed and distributed by those contracted companies.
Anchor has created a ”center of excellence,” which, it says, will serve as an “epicentre of development, education, entertainment and innovation for brewers and distillers”.
BBRS sees a parallel with the Berry Bros. & Rudd’s shop at No. 3 St. James’s Street, London, which it sees as having provided “peerless expertise for connoisseurs of the finest wines and spirits for centuries”.