New Premium Brandy From Pernod Ricard

Pernod Ricard has revealed that it is to launch Domecq 1820, an authentic premium Solera Reserva brandy from Spain, into the UK market in October in a bid to refresh and draw new consumers to the category. Domecq 1820 has a rich heritage – produced and aged for two years in American Oak in Malaga and bottled in Manzanares (La Mancha). Currently valued at around £190million, the brandy category is presently dominated by French brands; however, these are currently experiencing a value decline. Research shows that non-French brandies are showing a value growth of +14%. Targeted at older male 50+ consumers, Domecq 1820 is packaged in a modern and contemporary 50cl bottle.
Vicky Wood, Head of Marketing for Pernod Ricard UK comments, “Recent research amongst our 50-67 year old ABC 1 target consumers shows that they are ready to welcome a new brandy from Spain, merging tradition and expertise with modern cues. We are confident that Domecq will be welcomed by our brandy-loving consumers looking for something new.”
It will be available from October.