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Seven Tails secures SGWS deal

Brandy producer Seven Tails Distillers has expanded its presence in the US after gaining a distribution deal with Southern Glazer’s Wine & Spirits (SGWS).

Seven Tails
Seven Tails XO will launch in Miami, New York, Texas and California

The craft division of SGWS, the nation’s biggest alcohol distributor, will manage distribution of Seven Tails in the States.

The division covers four major markets: New York, Florida, Texas and California.

SGWS’ craft arm has fewer brands to focus on, which means more attention for emerging brands, Seven Tails said.

Seven Tails XO is a blend of French brandies aged for five years, Armagnac as old as 20-30 years and 8- and 10-year-old Cognac. The blend is then rested for up to 30 days in Port casks.

The expression is available in US bars including The Ned Nomad, Attaboy, Sweet Liberty, Café La Trova, Sexy Fish, Temple Bar, Hawksmoor, Soho House and Dante.

The producer will bring its brandy to consumers in Miami, New York, Texas and California, in the coming months.

Co-founder and COO Joel Fraser said: “It’s unbelievably rewarding to see the craft team roll out meaningful placements so quickly across these esteemed states.

“In particular I was impressed by Texas, who ever knew that San Antonio and Austin would be so hungry for a mixable brandy such as Seven Tails XO.”

The brand is aiming to target the ‘strong’ brandy markets of Wisconsin and Illinois, after Seven Tails was seeded in Chicago at Soho House.

Following the brand’s successful debut in Texas, SGWS’ craft division created a special week-long event to focus on brandy, called No One Cares About Brandy.

The event, which kicked off on 26 September and ran until 3 October, saw Seven Tails XO and other brandies feature on menus at bars in Houston and Austin such as Anvil, Half Step and Nickel City.

Seven Tails hopes to become the “go-to cocktail brandy”, according to Fraser.

The brand named Shaw-Ross as its importer in the States in September 2020.

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