April 22, 2019

British Cassis wins first national listing with Waitrose

Premium blackcurrant liqueur, British Cassis – part of the White Heron Brands portfolio – has secured its first national listing with Waitrose, a year on from its successful rebranding. The drink will be available online and on shelves of 129 of the retailer’s UK stores from August 2017.

White Heron unveiled a new look and feel for the British Cassis brand last summer, which sought to highlight its premium credentials and quintessentially British identity. The rebranding was accompanied by a targeted brand strategy, which aimed to increase distribution in the UK off-trade while also growing its on-trade availability.

Jo Hilditch, Managing Director of White Heron Brands and creator of British Cassis comments: “For the past 12 months, we have worked very hard at increasing brand awareness around British Cassis and showcasing the distinctiveness of our liqueur. Provenance, heritage and sustainability are crucial for us and these are values shared by Waitrose. As a British brand, we’re obviously thrilled to be available in its stores.”

As part of its off-trade push, British Cassis has also secured a listing with Majestic and is now available in more than half of the retailers’ national stores. “It has been a very busy year, but it really is paying off,” adds Jo.

British Cassis is uniquely positioned in the blackcurrant liqueur category thanks to its refined taste profile. The quality of the fruit and White Heron’s production process create a liquid, which is at once natural, rich and much less sweet than French alternatives. British Cassis is a versatile drink that can accompany gin, sparkling wines and be used as a quality ingredient in cocktails, to enhance deserts or even be enjoyed neat.

John Vine, Waitrose Spirits Buyer says: “We were impressed with the style, intensity and balanced taste of British Cassis. As proud supporters of UK artisans and producers, we are delighted to be able to introduce this unique British blackcurrant liqueur to our customers.”

British Cassis will be available at selected Waitrose shops and online from August onwards at RRP £19.99.