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Spiribam and UNICOOP announce partnership with Cognac Hardy

Spiribam, the division that oversees GBH family group’s spirits activities, has announced a distribution partnership with US-based Cognac Hardy.

Through its American subsidiary, Spiribam will import and distribute the Cognac brand, which is celebrating its 160th anniversary.

The new partnership is said to be strengthening the attractiveness of the Spiribam portfolio, as well as bringing numerous commercial and marketing synergies to its benefit.

Grégoire GUEDEN, President of SPIRIBAM: “This new partnership is a shift in SPIRIBAM's strategy since Cognac HARDY will be the first brand in our portfolio not owned by GBH. The quality of our relationship with the UNICOOP team, and the nature of the partnership that we have expanded over the years has brought this association to relevance. I know that HARDY Cognac will naturally find its place within our portfolio of spirits made up of premium brands with a strong family identity, deep territorial roots, and driven by the continuous search for Excellence.”

Hardy’s sales and marketing director Phillippe Perbost added: “2023, the year of the 160thanniversary of the Hardy house, is already shaping up to be one of major changes, which will profoundly transform this ‘sleeping beauty’. A new brand positioning and a new identity will be unveiled later this year with new bottles that will be much more in line with the quality of the brand. In this incredibly positive dynamic, I welcome this strategic alliance with Spiribam on the American market, which represents half of the Cognac market. I am convinced the perfect complement of our brands 

27 February 2023 - Bradley Weir


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