British spirits producer goes global after Dragons' Den rejection

31 May, 2017

White Heron Drinks founder Jo Hilditch has successfully trademarked her UK blackcurrant liqueur, British Cassis prior to global expansion.

Hilditch has started protecting her brand after receiving orders from Australia, the Cayman Islands and Canada despite rejecting offers from millionaire investors on TV show Dragons’ Den.

Hilditch said: “We felt that the brand has reached a point where it needs this protection and we don’t want to see poor imitations stealing a march on us.”

There is also further interest for British Cassis across Europe and the Far East via an export partnership, and Hilditch hopes trademarking will safeguard the brand as it grows.

Hilditch uses her own blackcurrant crop that she grows on her farm in Lyonshall, Herefordshire and British Cassis is made using different production methods offering drinkers a fresh and modern take on the classic creme de cassis.

Hilditch added: “I am immensely passionate about the varieties of blackcurrants that we grow and use, and the production methods we have invested in to make this an exceptional cassis.”


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