Gonzalez Byass repackages Soberano

01 June, 2007

Gonzalez Byass has repackaged Spanish brandy Soberano - the biggest-selling Spanish brandy in the UK, according to the company.

The brandy, which is growing sales by about 20 per cent each year according to marketing director Jeremy Rockett, is initially being established in the off-trade before trying to build a wider reputation.

Rockett said: "The initial strategy is to get as much off-trade distribution before we start investing in the brand."

The brandy, which has been produced for some 150 years in Spain, is made from Airen grapes from La Mancha and aged in a solera system like sherry. This involves keeping it in casks that have contained oloroso. This makes the brandy quite sweet, with vanilla, fruitcake and dried fruits on the nose and a nutty palate.

Rockett said: "Something like six million Brits go to Spain every year and several thousand own property out there. We believe a lot of people are trying it in Spain."

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