Family Brands Alliance, the informal partnership of family-owned drinks firms, is ready to welcome its fourth member.
The newcomer’s name will be announced before the upcoming TFWA World Exhibition & Conference in Cannes. Representatives of all Family Brands Alliance members will take part in an event at the exhibition on 3 October (Green Village H52).
The Alliance was founded by German spirits company Waldemar Behn last year. Behn aimed to help fellow family-owned, independent drinks firms develop in travel retail and to strengthen existing businesses through optimising logistics, marketing and service. Italian Limoncello specialist Pallini was the first company to join the alliance, followed earlier this year by independent Cognac house Bache-Gabrielsen.
Waldemar Behn owns a diverse portfolio of brands, including Danzka vodka, Dooley’s, Andalö, Blavod, Kleiner Feigling, Heering and Radeberger while Pallini’s Limoncello is a leading brand in its category.
Bache-Gabrielsen was founded by Thomas Bache-Gabrielsen, originally from Holmestrand, Norway in 1905. The Cognac house has remained in family hands ever since and is now run by Thomas Bache-Gabrielsen’s great-grandson Hervé. It is recognised for its high-quality eaux de vies and sleek packaging.
Family Brands Alliance said that member companies have benefited from the collaboration, with new listings worldwide, and they expect membership to expand.
Waldemar Behn Export Director Philippe Biais noted the alliance’s progress and development. He said the concept demonstrates the benefits of pooling resources among medium-sized, family-owned companies which share similar values and heritage.
“With the benefits of the partnership now showing tangible results, the industry will see the Family Brands Alliance growing both its listings and membership. We have some potential new partners in the pipeline and expect to make an announcement before the TFWA World Exhibition in Cannes,” he said.
In product news within the Alliance, Bache-Gabrielsen will launch a VSOP Triple Cask Cognac in Cannes. The VSOP Triple Cask Cognac acquires its taste through a three-stage ageing process over a minimum of four years.
