Imperial adds Tequila and whiskey to portfolio

Imperial Brands, the US subsidiary of French drinks group Belvédère, has expanded its spirits distribution portfolio with the addition of a Tequila and American whiskey brand.

Belvédère’s Imperial Brands has added Tromba Tequila and Cedar Ridge whiskey to its portfolio

The company will handle Tromba Tequila, an independent brand founded by former Don Julio master distiller Marco Cedano, including its Silver, Reposado and Anejo expressions.

It will also market and distribute spirits created by Cedar Ridge Winery & Distillery, including its Bourbon, rye, wheat whiskey and single malt whiskey.

In addition, Imperial Brands has added MonCigale Rosé and the low-alcohol Fruits and Wine brands to its portfolio.

Under the leadership of Imperial Brands president Nicolas Guillant and the newly appointed vice president of marketing David Bitran, the group is also “on track” to double its Sobieski Vodka volumes by 2018.

In February this year, Belvédère, maker of Marie Brizard liqueurs, said that despite a 4.1% sales drop in 2014, its increased market share showed it was “back in the industry race”.

The group reported sales of €467 million in the financial year as it embarks on an “ambitious” new strategic plan.