J. Wray & Nephew UK Ltd new distribution deal

Exclusive UK distribution rights for the Italian premium bitter Averna have been given to J. Wray and Nephew UK Ltd. The agreement between Instil Brands and J. Wray & Nephew UK Ltd will come into effect on September 1^st, 2014.

Averna, the second best-seller bitter in Italy and one of the best-known and appealing bitters in the world, will join the portfolio of premium spirit brands distributed by J. Wray & Nephew UK Ltd as of September 1^st 2014.

The brand was acquired by Gruppo Campari on April 15^th 2014 as part of the larger acquisition of 100% of the share capital of Fratelli Averna S.p.A., the Italian spirit company owner of high quality brands such as Limoncetta, Braulioand Grappa Frattina.  

The brand is currently distributed in UK by Instil Drinks Co., a leading UK Company founded in 2013 which distributes a standout portfolio of handpicked spirits, liqueurs and beers. Nick Rodgers, Head of Instil Drinks Co, said: “We’ve enjoyed working with Averna for the last 18 months. The brand is steeped in history and has great complexity of flavours; it has been rewarding to help build its popularity and see the bottle appearing on many of the country’s best back bars.”

Pietro Mattioni, Managing Director of J. Wray & Nephew UK Ltd., said: “In light of the fast-growing popularity of bitters in the UK market, the addition of a product with such quality and heritage to our portfolio very much strengthens our proposition to the trade. We are delighted to add this great brand to our portfolio of premium spirits and to grow it to the size and scale it deserves in the UK market. We very much thank Instil Drinks Co for their continuous support and cooperation during the transition phase.”

J. Wray & Nephew UK Ltd. is a Gruppo Campari fully owned subsidiary operating in the UK market since 1992. Its portfolio of premium brands includes Appleton Rum, Appleton Estate Rum Range, Wray & Nephew Overproof, Koko Kanu, Bulldog and Espolon amongst others.