SPIRIBAM, the division that oversees the “spirits” activities of the GBH family group, has signed a distribution partnership with Cognac HARDY in the United States.
SPIRIBAM, through its American subsidiary SPIRIBAM USA, will import and distribute the prestigious Cognac brand, HARDY, who will celebrate their 160th anniversary this year, which is also very reminiscent of the various brands owned by GBH (Rhum CLEMENT founded in 1887, Rhum J.M founded in 1845, Liqueuriste Joseph CARTRON founded in 1882, and Saint Lucia Distillers founded in 1931…).
HARDY Cognac has been present in the USA for generations and offers a wide range of famous cognacs (VS, VSOP bio, XO Rare, Legend 1863, Noce d’Or, etc.) as well as a luxurious collection of bottles called ” the Four Seasons” produced in partnership with Cristallerie LALIQUE.
HARDY Cognac, and the values it embodies, are in perfect symbiosis with the brands owned and distributed by SPIRIBAM. This new partnership will strengthen the attractiveness of the SPIRIBAM portfolio in the ever-growing premium American market and will bring numerous commercial and marketing synergies to the benefit of the various signatures of the portfolio.
Bénédicte HARDY, fifth generation of the HARDY family and ambassador of the eponymous brand, will accompany the SPIRIBAM America team to energize a new dynamic in a strategic market, which accounts for more than half of world cognac sales.
For Grégoire GUEDEN, president of SPIRIBAM, said: “This new partnership is a shift in SPIRIBAM’s strategy since Cognac HARDY will be the first brand in our portfolio not owned by GBH. The quality of our relationship with the UNICOOP team, and the nature of the partnership that we have expanded over the years has brought this association to relevance. I know that HARDY Cognac will naturally find its place within our portfolio of spirits made up of premium brands with a strong family identity, deep territorial roots, and driven by the continuous search for Excellence.”
For Gary CHARRE, president of the UNICOOP cooperative group and its commercial subsidiary HARDY S.A., said: “With SPIRIBAM, we have found a partner who will promote our cooperative values by highlighting our precious Hardy brand, and the premium Cognac production in our group. We are indeed attached to our terroirs, and we aim to produce high quality products from the land, which naturally brings us closer to the Spiribam brands and their fine team of people who produce them. Our Hardy cognacs represent the best of the work of our teams at all stages of their development. It starts in the vineyards of our members, who deliver their eaux-de-vie, which are blended and aged in our cellars, then carefully packaged that invite you to discover them. It is this human dimension that we share with the SPIRIBAM teams, and which augurs well for a great joint adventure to continue to satisfy our enthusiasts across the Atlantic.”
For Philippe PERBOST, Hardy sales and marketing director (Unicoop group), said: “2023, the year of the 160th anniversary of the Hardy house, is already shaping up to be one of major changes, which will profoundly transform this “sleeping beauty”. A new brand positioning and a new identity will be unveiled later this year with new bottles that will be much more in line with the quality of the brand. In this incredibly positive dynamic, I welcome this strategic alliance with Spiribam on the American market, which represents half of the Cognac market. I am convinced the perfect complement of our brands and our teams will be guarantee our success. It is certainly only the beginning.”
