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.