Brand Cellar eyes growth in Greater China

BRANDING   LICENSING  MARKETING

Hong Kong - The Brand Cellar has set growth targets of around US$162 million for its key brands including Glen Rossie Whisky, as the group officially launches in Hong Kong.

The Brand Cellar, a company focused on acquiring and reinvigorating heritage brands, currently operates 10 brands, seven of which are more than 100 years old.

Speaking at its official launch yesterday (31 August), group CEO David Birchall said there would be a strong focus on bringing its portfolio of iconic British brands to consumers in the Greater China region.

These include Glen Rossie Whisky, luxury pen maker Conway Stewart and iconic British butcher Dewhurst.

Birchall said in Asia, particularly China, there was a great hunger for heritage products.

"There is a need for heritage. People want to know the providence of something. When it comes to a brand in the luxury sector people want to make sure that what they are buying into is the history and providence of that brand."

Birchall added that licensing would form a large part of its business, and he did not rule out that consulting to companies to help revive tired brands would also be on offer. 

In Asia the company is backed by some heavy-weight partners including Susan Field, founder and CEO of PR group impactasia and Peter Solomon, senior advisor to Lloyds Development Capital.

Birchall said he is also planning to relocate to Hong Kong, along with Andrew Harrison, The Brand Cellar's group global brand director.

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