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Hardy Cognac signs distribution deal with Cellar Trends

Cellar Trends, UK premium beverage distributor, has announced the addition of Hardy Cognac to its portfolio.

Founded in 1863 by Anthony Hardy, the cognac company remains a family enterprise with fifth generation Bénédicte Hardy in post as international brand ambassador. 

Cellar Trends will be leading with three core products from the Hardy portfolio: Hardy Legend 1863, VSOP Organic, and XO Rare.

The ultra-premium spirits market has enjoyed significant growth in the UK in recent years - according to IWSR, it grew by 79 per cent between 2015 and 2019.

Simon Thomas, Cellar Trends managing director, said: "Cellar Trends has a long-standing gap in its portfolio for a cognac brand, so we are delighted to be welcoming Hardy Cognac into the portfolio as a genuinely aspirational brand boasting exceptional quality liquid."

Working in partnership with Hardy, the Cellar Trends team has designed a plan to push the brand in the independent on-trade, as well as specialist and online channels.

Nathalie Egreteau, Hardy Western Europe area manager, said: "The Hardy House is proud to delegate the distribution of its cognacs to Cellar Trends. The choice to entrust our cognacs to this new partner was an obvious one considering the quality of the brands that Cellar Trends carries in its portfolio."

21 October 2020 - Bethany Whymark