Domecq Spanish brandy vies for prime position in UK

Pernod Ricard is looking to “premiumise, modernise and refine” Spanish brandy with the launch of Domecq 1820 Solera Reserve in the UK later this year.

Already available in Spain, Domecq Spanish brandy will be launched in the UK in October in a prime position for the Christmas gifting season.

The brand, which the French drinks group hopes will eventually be “recognised as the superior, everyday brandy,” will form part of Pernod’s core spirits range in the UK.

Bottled at a lower than usual 36% abv, Domecq will be targeted at more mature consumers aged over 50, with a consumer PR, print and digital campaign running to support the launch.

Domecq will be initially released in a 500ml bottle format at a RRP of £14 to appeal to less affluent consumers and encourage trialling.