Sovereign Brands creates French liqueur
Pernod Ricard-backed Sovereign Brands has introduced a French liqueur called Villon in the UK market.The bottling is a blend of spirits distilled from French wheat and natural flavours, and will appease Cognac lovers, according to the brand. Clocking in at 40% ABV, Villon will initially be available in cocktail bars, including UK bar chain The Alchemist. It can be served served neat, over ice, or as a base for cocktails. The spirit is named after François Villon, a medieval poet who lived in Paris in the 1400s, and wrote about love and sex, money trouble, dirty cops, lewd monks, and the thieving rich, according to Sovereign Brands. Villon is an ‘important’ historical figure of the Middle Ages, and at the time was a thief and killer. After joining a wandering gang of thieves he went missing, and was presumed dead by 1463. Villon’s ‘enigmatic story’ served as the inspiration for the new liqueur's name as well as its image and ethos. The black, paperless bottle is brandished with a serpent, representing mystery, stealth, and cleverness. Villon is available for purchase on Master of Malt or Amazon for RRP £37.99 (US$47.28) per 700ml bottle. Sovereign Brands is also part-owned by Pernod Ricard. In February this year, Sovereign Brands entered the whisky category after collaborating with Pernod Ricard to create its first Scotch, called The Deacon.