Cherry Liqueur Makes A Move

The Swedish owner of XANTÉ Pear and Cognac Liqueur has acquired the Heering brand from V&S Group. The XANTÉ Company will assume responsibility for the sales and marketing of the cherry liqueur following a transition period. According to the deal, V&S will continue production for a limited time. The liqueur, distributed in the UK by Amathus Wines, has been produced since 1818 and is the original ‘cherry brandy’. It is sold in more than 100 countries all over the world. V&S acquired the brand in 1999 when it bought Danish Distillers.

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V&S Sells Heering Cherry Liqueur

Sweden’s V&S Group has sold its cherry liqueur brand, Heering, to the Tilander family, which owns 100 per cent of XANTÉ Pear and Cognac Liqueur. The sale price was not disclosed. V&S acquired Heering in 1999, a storied liqueur brand tracing it’s start to 1818, but the company said it no longer fit in with its core categories – vodka, aquavit and bitters. The Tilander family plans to market Heering on a country-by-country basis. Currently, Heering is sold in more than 100 countries.

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