UK distributor of premium beverages, Cellar Trends has announced that Hardy Cognac will be joining the portfolio ahead of the key Christmas trading period.

Cellar Trends will be leading with three core and award-winning products from the wide Hardy Cognac portfolio that includes Hardy Legend 1863, VSOP Organic and XO Rare.

The company serves all sectors of the UK drinks trade in both on and off trade categories with a portfolio of more than 60 international brands.

Cellar Trends managing director Simon Thomas comments: “Cellar Trends has a longstanding gap in the portfolio for a Cognac brand, so we are delighted to be welcoming Hardy cognac into the portfolio as a genuinely aspirational brand boasting exceptional quality liquid.”

With ultra premium spirits boasting an impressive long-term growth of +79%* in the UK market, Cellar Trends marketing team have worked in partnership with the Hardy Cognac to design a plan to drive the brand via the independent on trade, specialist and online channels.

The partnership will begin with an online training and tasting masterclass hosted by Bénédicte Hardy for the full Cellar Trends team.

Nathalie Egreteau, Hardy Western Europe area manager said: “The Hardy House is proud to delegate the distribution of its cognacs to Cellar Trends. The choice to entrust our cognacs to this new partner was an obvious one considering the quality of the brands the Cellar Trends carries in its portfolio.

“The strong partnership already in place with Amber Beverage Group in international markets further encourages us to believe that this new alliance will bring success for both companies in the UK.”

*Source: IWSR 2020 Report MAT Vol Yr/Yr 2019 vs 2015