El Bandarra joins Charter Brands
Distributor Charter Brands has welcomed the Spanish El Bandarra apéritif to its portfolio of premium spirits.
The partnership will give the exporter worldwide exclusivity outside of the UK, Spanish and US markets, including strategic listings in the off-trade, on-trade and duty free sectors. “We are delighted to welcome El Bandarra into the portfolio. Having already opened a handful of markets for the brand, it feels vindicating to see El Bandarra make a long-term commitment to international expansion working with Charter Brands as their distribution partner," said Matt Ashton-Melia, managing director of Charter Brands. “We have huge admiration for what El Bandarra has achieved in their home market of Spain, becoming the no.1 domestic premium apéritif brand. "This gives us great optimism for what can be achieved in other markets and can be used as a blueprint for success, something already being demonstrated in other key strategic markets like the UK.” Family-owned El Bandarra was launched in 2014 and is a 'natural and refreshing' aperitivo from Barcelona, which pays homage to the nostalgic golden age of vermouth. The product range includes the original Rojo, a sweet Blanco, a light Rosé, and the Al Fresco, a soft apéritif made to be mixed with tonic. Alex Virgili, managing director and founder of El Bandarra, said: "After seeding the brand for the last five years in the UK and US, we are very excited about joining the Charter Brands portfolio and taking El Bandarra to the next level. "We are looking forward to delivering the good times of El Bandarra to new export markets and continuing to capitalise on the growing Spritz trend worldwide. Come and join the party." Based in Devon, England, Charter Brands is an international distributor of fine spirits, established in 2013. Charter Brands' portfolio includes a wide variety of spirits, including Langley's English gin, Noble Coyote mezcal and Milk & Honey whisky from Israel. El Bandarra has previously been distributed by Proof Drinks, Love Drinks and Mangrove in the UK market.
