Cellar Trends takes on Underberg AG brands

Underberg AG has contracted UK distributor Cellar Trends to manage several of its brands in the country, including Pitu cachaca, Asbach brandy and XUXU liqueur.

Pitu cachaca, one of Underberg AG’s brands, will be distributed in the UK by Cellar Trends from May

While the three brands join Cellar Trends’ portfolio, Underberg’s eponymous herbal digestif will remain with its existing distributor.

As of 1 May, Cellar Trends will now work to increase the visibility of the three products in the UK on- and off-trade.

Terry Barker, Cellar Trends director of marketing, said: “These are quality brands, each with a loyal following. They fit well into our portfolio of well-known spirits and liqueurs.

“This appointment recognises our experience and proven ability to grow brands in a tough competitive climate. Our strengths in the on-trade and leadership in the cocktails arena made Cellar Trends a logical choice for all three products.”

XUXU is a 15% abv strawberry liqueur made from a strawberry mash and vodka base. Pitu is one of Brazil’s leading brand’s of cachaca and widely available throughout the UK. Asbach is a double distilled German brandy first produced in Rudesheim in 1892.