Diageo is to take over the UK distribution and marketing of Grand Marnier as part of a Europe-wide deal which comes into effect on July 1.
The agreement covers 61 markets in all, including Germany, Spain, France and Russia, with 26 markets coming on stream from the start date, and the rest phasing in over the next three years as existing distribution contracts expire.
The deal covers the flagship Cordon Rouge liqueur as well as premium products in the Grand Marnier range.
Gilbert Ghostine, managing director of Diageo Continental Europe, said: “It will truly complement Diageo’s range of brands across Europe. We are confident our superior route-to-market and premium brand marketing expertise can only enhance the success unleash the potential of Grand Marnier.”
Grand Marnier is currently handled by Cellar Trends in the UK.