Bache-Gabrielsen Cognac joins Family Brands Alliance

The Family Brands Alliance, a travel retail partnership between Waldemar Behn and Pallini Limoncello, has welcomed a third member to the venture – Bache-Gabrielsen Cognac.

Hervé Bache-Gabrielsen sees “potential” in the Family Brands Alliance

The alliance was established at the TFWA World Exhibition in Cannes, France, to support both firms in the face of “globalisation and consolidation within the travel retail industry”, which they said had become a “challenge for medium-sized family-owned companies”.

Its aim is to allow the groups to optimise and grow their manpower for sales and marketing, and also have a “balanced” product portfolio.

Now, with Bache-Gabrielsen on board, the trio of firms will make their Family Brands Alliance debut in Singapore next month at the TFWA Asia Pacific Exhibition and Conference, in Basement 2, stand B34, where each company will showcase its products.

Rüdiger Behn, CEO of Waldemar Behn, which owns Danzka vodka, said: “The alliance has already shown a very positive impact for both founder companies Behn/Danzka and Pallini.

“The idea of joining forces and keeping the high service level middle-sized family-managed and owned companies are known for has worked out.”

Bache-Gabrielsen was founded in 1905 by Thomas Bache-Gabrielsen, and is overseen today by his great-grandson and company president, Hervé Bache-Gabrielsen.

Hervé Bache-Gabrielsen said: “When Rüdiger Behn and I met, I realised the potential for us as a family-owned and run company. We share the same values, dreams and passion, and the synergies within this partnership, which allows us to stay fully independent but better serve the travel retail world on a global level.”