Allied Domecq UK (ADUK) has confirmed that it has secured an agreement with Heaven Hill Distilleries, Inc. of the United States to become the sole UK agent for HPNOTIQ, the versatile premium spirit brand that has taken the US by storm over the past year.
HPNOTIQ is well on its way to hitting the 1 million case barrier in the US, having grown volumes to a staggering 700,000 cases* in its second year on the market - a success story that is being replicated in markets as diverse as the Caribbean and Japan. In Canada recently the Liquor Control Board of Ontario, the world’s largest purchaser of distilled spirits, named HPNOTIQ “Best New Spirits Product Launch”.
On securing the UK rights for HPNOTIQ, Alison Levett, ADUK Managing Director said: “We are delighted to have secured the rights to this phenomenal brand and look forward to sharing its unique versatility and positioning with discerning UK consumers. The addition of HPNOTIQ to our portfolio serves to reinforce our status as a leader in the premium luxury brand sector”.
On confirming that ADUK was to be its UK partner Heaven Hill President Max L. Shapira said: “We are really excited about the plans that the Allied Domecq UK team are putting in place for HPNOTIQ. Their ability to understand what has driven the brand’s success here in the US, and how this would transfer to the UK, was outstanding. We were particularly impressed by their experience in urban culture, much of which has been gained through the groundbreaking work they have undertaken with the COURVOISIER brand. This, combined with a strong and enviable reputation in the UK style bar market, makes them the ideal partner”.
Described by Drinks International in its ‘DI Dozen Best of The Year’ as “the most successful launch ever in the USA”, HPNOTIQ is an alluring and versatile blend of the finest premium vodka, French Cognac and natural tropical fruit juices. Icy aqua blue in colour and presented in a uniquely shaped frosted bottle, HPNOTIQ is unlike any other UK spirits brand.
An instant success when launched in the USA attracting a broad cross-section of consumers, HPNOTIQ is now the hottest drink - from the style bars of The Hamptons, to the Hip Hop clubs of New York City, to the bistros of Los Angeles. From its roots in the Metropolitan/Urban scene to its appearances at the Oscars, Grammys and Country Music Awards, HPNOTIQ has become the ‘symbol of celebrity’ having been the featured brand in numerous celebrity parties throughout the country.
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Notes:
1. *Adams Beverage Group
2. HPNOTIQ is a registered trademark of Heaven Hill Distilleries, Inc.
3. COURVOISIER is a registered trademark of Courvoisier S.A
