The First Drinks Brand spirit has enlisted the help of Maria Barrow, a Leeds resident who won a competition that called upon the public to help make brandy-speak easier to understand.
Her ideas have contributed to a Plain English Guide, appearing in the off-trade this quarter. FDB said the guide clears up many of brandy’s anomalies, like the differences between XO and VSOP, and explains the complex category in a no-nonsense and consumer-friendly manner.
A heavyweight Christmas mailer is also currently promoting the Three Barrels portfolio to consumers.
Brand manager Harriet Knight said: “Maria Barrow is a fantastic brand ambassador on behalf of our consumers and for Three Barrels, particularly with her support in driving the Plain English Guide. We are confident that this no-nonsense guide will help consumers understand the category better, while encouraging new consumers to sample the brandy.”
Three Barrels is in the process of giving its website a revamp for the New Year.