Hi-Spirits Ireland signs distribution deal for Fernet-Branca

Hi-Spirits is to distribute Fratelli Branca Distillerie’s range, including Italian digestif Fernet-Branca and Antica Formula vermouth, in Ireland.

Hi-Spirits Ireland will distribute Fernet-Branca and Antica Formula in Ireland

The new partnership, which began on 1 February, will see a significant increase in trade support for Fernet-Branca, Brancamenta, Caffe Borghetti, Antica Formula, Punt e Mes and the Carpano vermouth range, including competitions, staff training, incentives and high quality point of sale.

Created in Milan in 1845 by Bernardino Branca, Fernet-Branca is a 39% abv digestif amaro.

Bottled at 16.5%, Italian vermouth brand Antica Formula was created by Antonio Benedetto Carpano in 1786 in Turin, Italy.

George Roberts, Hi-Spirits Ireland country manager, said: “Fernet-Branca and the Fratelli Branca Distillerie range are a wonderful addition to our established range of leading spirits brands. The resurgence of the cocktail culture is driving strong demand from consumers for drinks with genuine provenance and heritage.

“Fernet Branca has huge credibility amongst drinks trade professionals, and we’re looking forward to working with bars and retailers to raise its profile even further. We’ll be launching a new cocktail competition, and offering staff incentives including trips to the distillery, as well the opportunity to take part in the global Fernet-Branca Barback Games, which are being held London in 2018.

“We’re setting up a programme of staff training which will include masterclasses with Fernet-Branca world ambassador Nicola Olianas. We also have a great range of high quality point of sale available, including vintage posters.”