Three year deal kicks off with La Fée absinthe and LMB UK
DRINKS firm La Martiniquaise-Bardinet (LMB) UK has announced the signing of a new distribution deal with premium absinthe brand La Fée.
Commencing on 2 November, LMB UK will oversee the distribution of the La Fée brand across the UK’s off-trade sector, bringing its award-winning range of absinthe to all channels in the UK market.
The new deal will see the diverse range of absinthe drinks from La Fée roll out across the UK including its La Fée Parisienne Supérieure Absinthe and La Fée NV Absinthe drinks and help introduce the ‘green fairy’ drink to more UK consumers.
Known as a pioneer for the French absinthe industry, La Fée has championed the spirit since it was first brought back in 1998 and marked the first absinthe brand to be distilled in France since the drink was banned in 1915 – highlighting the importance of La Fée to the French market.
LMB UK has argued that La Fée makes for a strong fit for its diverse portfolio of drinks including Glen Moray whisky, Bardinet brandy as well as the recently added Lamb’s Rum range.
As a major part of the wider French global spirits group as well, LMB has showcased a deep expertise within the field and with a range of experience in working with key French off-trade brands including Cognac Gautier, Saint James Rum and St Raphaël.
By bringing the La Fée brand into this storied range of spirits, LMB UK will work to build further on the brand’s pioneering legacy and open up its range of options to new customers for the first time.
George Rowley, founder and brand owner for La Fée, said: “We are delighted to appoint La Martiniquaise-Bardinet UK as the exclusive UK distributor for La Fée and NV Absinthe. LMB UK offers exactly the platform we were looking for: an established, ambitious partner with deep expertise in premium French spirits, a strong route to market and a clear commitment to building brands for the long term.
“We are now proud to bring that heritage into LMB UK’s ‘Craft from France’ portfolio and into the La Martiniquaise-Bardinet family of French spirits. It gives us the right platform to build the next chapter for absinthe across premium bars, specialist retail and contemporary mixology.”
Stephen Watt, commercial and marketing director at LMB UK, said: “We are very excited to welcome La Fée to our portfolio as part of our superb range of premium French craft spirits. La Fée is a spirit with a wonderful story to tell, offering a unique and intriguing proposition that has huge appeal for today’s bar teams and consumers.
“We believe it has a lot of potential and we’re looking forward to working with their team over the coming months to hatch some fresh new plans for the brand the UK market.”
