Hi Spirits adds to its fold

Hi Spirits has created a new premium arm for its high-end brands, which from 1 July will include bourbon brand Buffalo Trace.

The new business, called Elite Brands, was created following the shift of Buffalo Trace from rival Inspirit Brands and the arrival of premium cachaça brand Bossa into the Hi Spirits fold as well. Other existing Hi Spirits brands such as 209 Gin, Sebor absinthe and Guarda pisco will also move to the new business.

The agency is aiming to reach sales of around 20,000 cases in its first year and is hoping to double sales of Buffalo Trace, which is owned by US company Sazerac, to 16,000 cases over the same period.

Managing director Jeremy Hill said this would be achieved by widening the appeal of the brand, positioning it in pubs and bars as a trade up from Jack Daniels.

"We will look to boost distribution by taking the brand to those good pubs and bars you find all over middle England that serve good food and have a decent drink offer, but which are all too often ignored by companies going for the easier-to-target urban style bars or chains."

A programme of education, training, incentives and support is being put together to help boost the brand. Trips to the distillery will be offered as prizes to bartenders completing training, reaching sales targets or as general prizes.

The new arm is also putting together a strategy to build cachaça brand Bossa in the UK. "We believe there is room for more than one player in the cachaça market and want to give Sagatiba more of a run for its money," said Hill.

Hi Spirits is currently recruiting for up to four new roles in the new business, which will be run out of the same building.

Inspirit Brands sales and marketing director Stuart Ekins said the company was, "obviously disappointed to lose Buffalo Trace from our portfolio after a partnership of eight years. However, we wish the brand well and hope it continues to flourish."

In the meantime, the company would continue to develop its current portfolio and "we hope to announce some interesting acquisitions over the coming weeks," he added.