Sazerac signs exclusive deal with Linie aquavit
Sazerac has signed a deal with ArcusGruppen to act as the sole importer for the Nordic group’s Lysholm Linie aquavit brand, which is matured on-board sailing ships.
Lysholm Linie is said to be the “world’s most famous aquavit brand”Linie Aquavit, said to be the “world’s most famous aquavit”, is first aged in a warehouse for 12 months in a 500-litre Sherry cask before it is transferred to the deck of a ship, where is ages for a further 12 months as it sails around the world.
There are thought to be more than 1,000 casks of Linie Aquavit maturing on-board ships around the world at any one time.
“The partnership between The Sazerac Company and ArcusGruppen represents a milestone in our strategy to grow Aquavit in the USA,” said ArcusGruppen CEO Kenneth Hamnes.
“ArcusGruppen is already the world leader in Aquavit and The Sazerac Company’s strong spirits focus is a great starting point for capturing the Aquavit opportunity in the USA. We look forward to introducing our wonderful products to many more Americans together with Sazerac.”
Megan Hurtuk, marketing manager for Linie at Sazerac, added: “This category presents a very exciting growth opportunity within the US marketplace, and we appreciate the energy surrounding it amongst the bar trade and core consumers.
“We look forward to a strong relationship and supporting the momentum of this storied spirit in the US.”
Earlier this month, Sazerac acquired the Southern Comfort and Tuaca liqueur brands from Brown-Forman for US$544m.
