Fratelli Branca Launches Wholly Owned Import CompanyDecember 10, 2018
Fratelli Branca, the producer of Fernet-Branca, Carpano Antica Formula vermouth, and other brands, has created a new company, Branca USA, to handle U.S. importing duties for its brands beginning in early 2019. The New York City-based agency will be tasked with driving growth in the U.S. and devising innovative marketing for the top brands in the portfolio.
The company doesn’t expect supply interruptions to occur as the import rights shift from Infinium Spirits—Fratelli Branca’s importer for the last 15 years—to the new wholly owned U.S. subsidiary. “Infinium Spirits has been an outstanding partner over the years,” says Patrick Piana, Fratelli Branca’s newly appointed CEO who’s based in Milan. “The growth of the Fratelli Branca portfolio in the United States is a credit to Infinium Spirits.”
In addition to opening its own import agency, Fratelli Branca has signed a long-term partnership with Young’s Market Company to distribute the brands in Young’s ten-state, West Coast footprint.
Last year, Fratelli Branca’s flagship Fernet-Branca was up 9% in the U.S. to 71,000 cases. The Italian bitter is being promoted as a cocktail ingredient to introduce consumers to its herbal flavor profile. Piana recently took over as CEO of Fernet-Branca’s parent Fratelli Branca, aiming to drive sales for the brand. Though small in the U.S., Fernet-Branca is a multi-million-case brand in the global market, reaching 5.3 million cases worldwide last year on 2.2% growth.—Shane EnglishSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.