Sambuca brands clash over 'top-seller' crown

The top two sambuca brands have been fighting it out for first place after Cellar Trends launched a complaint to the Advertising Standards Agency (ASA) over claims by Antica Sambuca that it is the best selling on-trade brand.

Advertising and marketing for Hi-Spirits-owned Antica used the strapline: "Antica Sambuca, the best selling on-trade sambuca by far".

However, the complaint against the adverts was rejected by the ASA after seeing independent sales figures compiled by CGA.

The ASA adjudication said: "Because Hi-Spirits had shown that the volume sales of Antica Sambuca from pubs, bars and nightclubs were higher than any other sambuca in the 12 months prior to the publication of the ad, the claim "best selling on-trade sambuca" had been substantiated."

Jeremy Hill, chairman of Hi-Spirits, said: "Bringing in the ASA really smacks of desperation. Our consistent product innovation has been the driver of sambuca sales growth in the on-trade. Luxardo's decision to copy our flavoured sambuca range demonstrates that they're quite willing to try and reap the benefits of our hard work in growing the sambuca category."

Terry Barker, marketing director of Cellar Trends, said: "Research shows that Luxardo is indisputably overall leader in the sambuca sector, ie on and off-trades combined.

"Antica is leader in the on-trade by a small margin. The complaint to the ASA was based on Nielsen data which appears to be incomplete. Data from CGA, used by Hi-Spirits, may be more robust. The advertisement did not reveal the source of the claim.

"For the record, Cellar Trends is responsible for growing the sambuca sector over the last 10 years. Luxardo was also the first to develop flavoured sambuca with the launch in 2000 of Passione Nera. We accept the ASA ruling and we are looking into the data research methods."