7th September, 2020 by Nicola Carruthers
Following its launch in the UK, Seven Tails XO Brandy has entered the US market through a distribution deal with Shaw-Ross International Importers.
The brand received “enthusiastic consumer and industry response” following its UK debut and will now aim to “shake up” the super-premium brandy category in the US.
Seven Tails XO Brandy will be available in both 750ml and 50ml bottles through Florida-based Shaw-Ross International Importers. It will initially be available in seven states: California, Illinois, Michigan, New York, Florida, Louisiana and Texas. Bottled at 41.8% ABV, Seven Tails is priced at US$39.99 per 750ml bottle.
Arnaud de Trabuc of Distilled Spirits Group in Geneva, Switzerland, and British bar owner Joel Fraser launched Seven Tails XO after spotting a “gap in the market for a super-premium French brandy”.
Seven Tails XO is a blend of brandies, Armagnac and Cognac from the south-west of France, ranging in age from three to 30 years. The blend is then rested for up to 30 days in Port casks.
Due to the recent pandemic and its impact on the on-trade, the founders have adjusted their route-to-market strategy and will launch Seven Tails XO in the off-trade and online. As such, Fraser will host masterclasses and virtual cocktail sessions on Zoom with distributors, retailers and consumers.
The expression is recommended served over ice or in cocktails such as a Highball, Old Fashioned or a French Martini.
In the UK, Seven Tails is on menus in bars such as Kwãnt, Three Sheets and select Soho Houses, as well as on the back bars of London Cocktail Club, Satan’s Whiskers, Hawksmoor and more.