Charter Brands to distribute Avallen calvados

Avallen has partnered with distributor Charter Brands to market its calvados across Europe, Hong Kong and Australia.

Launched in 2012, brand builder and distributor Charter Brands will add Avallen calvados to its portfolio of spirits.

Charter Brands currently markets the Langley’s gin range, which includes London dry and old tom bottlings.

Matt Ashton-Melia, partner at Charter Brands, said: “Avallen is a brand which I have great admiration for, and which deserves a place centre stage in the global spirits scene. The brand lives and breathes sustainability and many other brand owners in the industry including ourselves with Langley’s, look to Avallen for inspiration and direction in how to ensure the efforts we invest in becoming planet positive have maximum effect.

“The liquid quality is fantastic, the brand story superb and commercially the product is sensibly priced to help entice die-hard aperitivo and gin drinkers to try something new. Choosing brands with a purpose beyond making money is key to our portfolio strategy and we look forward to continuing the fantastic work Avallen have done already in bringing the brand to an international audience.”

The announcement follows a crowdfunding campaign from Avallen, which raised £250,000 (US$342,000) to support the next phase of the company’s growth.

Stephanie Jordan, co-founder of Avallen Spirits, added: “Matt and his team not only share our values and our vision for a more planet positive world, they are also extremely good at what they do and we are delighted to welcome them to our team working as our export arm in close collaboration and full transparency.”

Earlier this year, the calvados maker joined the 1% for the Planet scheme.