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Altia signs Asia distribution deal for Larsen Cognac
Nordic drinks group Altia has strengthened its position in Asia after signing a distribution deal with AsiaEuro for its Larsen Cognac range.
The new partnership between Altia and AsiaEuro includes distribution of the entire Larsen range
Larsen Cognac will now be distributed in China, Hong Kong, Macau, Singapore, Malaysia and Indonesia following the finalisation of the deal.
Larsen’s managing director, Jérôme Durand, said: “Larsen Cognacs are back in Asia. In AsiaEuro, we have found a great partner with strong competence in brand-building and distribution in many Asian markets.”
The deal is expected to take affect in early 2018 and will include spirits from the entire Larsen range, as well as two new Cognacs which will be exclusive to the AsiaEuro portfolio, Larsen VSOP Reserve and Larsen XO Reserve.
Altia’s senior vice president in charge of exports, Janne Halttunen said: “Asia is a growing market for Cognacs, and we see potential for our Cognac brands there. Larsen is one of our key export brands, and we are excited to strengthen and develop the brand and its position in one of the central export markets.”
The executive chairman of the AsiaEuro Group, Her Soon Seng, added: “AsiaEuro, which was founded in 1999, now spans China, Hong Kong, Macau, Malaysia, Singapore and Indonesia. We actively look for partners that can support our long-term growth strategy. Altia shares the same business values as us, and the company is a good cultural fit with AsiaEuro. We are excited to work with Altia to build their brands in Asia.”
The Cognac brand was founded by Norwegian adventurer Jens Reidar Larsen and celebrated its 90th anniversary last year.