Planet Positive drinks brand Avallen Calvados has partnered with Difford's Guide (UK) and premium drinks distributer Mangrove UK to launch World Calvados Day. The inaugural celebration of the French apple brandy will take place on Tuesday 20 October with the UK trade joining the celebrations with offers and specially created cocktails being served in bars around this date.

Calvados is widely recognised as the world's finest apple brandy, and one of France's three great brandies, alongside Cognac and Armagnac. Registered as an A.O.C. (Appellation d'Origine Contrôlée) in 1942, Calvados was the only AOC created during World War II. Calvados must be produced using a choice of 300 varieties of apple exclusively grown in the biodiverse orchards of Normandy, France (and a small amount of pear can also be used). These apples are naturally fermented to make cider, then distilled in a column or pot still, and aged for a legal minimum of 2 years in French oak.

Founders Stephanie Jordan and Tim Etherington-Judge are delighted to launch this special world day recognising Calvados, a category they are determined to revitalise. Since launching in 2019, their sustainable calvados Avallen has been recognised with numerous awards and accolades. They have also made it their mission to save the bees, donating to the Bumble Bee Conservation Trust with each bottle sold and planting wildflowers.

Stephanie Jordan commented:

“Calvados is an important historical category and one which is gaining renewed interest, so it's right it should have its own day. And what better time of year to celebrate French apple brandy than the busy harvest time, when the process of making delicious Calvados kicks off with thanks to the bees for pollinating all the lovely blossoms in spring!

Made using apples (a few pears), water and time, this spirit celebrates biodiversity, regenerative agriculture and taste amazing which is why at Avallen we want to champion the category and put care at the core of what we do."

Simon Difford commented:

"One of the key base spirits, Calvados, appears in 100s of cocktail recipes but until Avallen has not had a brand that champions its mixability. Indeed, most consumers would be hard-pressed to name a brand of Calvados or a Calvados cocktail. Hence, we're delighted to be working with Stephanie and Tim to promote delicious calvados cocktails."

Avallen is distributed in the UK through premium spirits importer and distributer, Mangrove UK.

Nick Gillet MD of Mangrove UK added:

“It's been impressive to see the determination with which the team at Avallen have worked to promote this category, which was previously looking a bit tired and jaded. They have sparked new interest in Calvados and are leading the way in our industry in adopting and championing sustainable practices.”

Avallen is available from Fortnum and Mason stores, Ocado and via Virgin Wines.

www.avallenspirits.com www.mangroveuk.com

E N D S

For more information and enquiries, please contact:

At Avallen - Tim@avallenspirits.com / Stephanie@avallenspirits.com

For Mangrove UK Jude@flourishmarketing.co.uk / (07739 791 792) at Flourish Marketing

Notes to Editors 

AVALLEN

Awards:

· Business of the Year at the Sustainable Spirits Awards 2020, Barcelona

· World's Best Speciality Calvados & World's Best Calvados Design at the World Drinks Awards 2020

· Woman of the Year (Queen Bee, Stephanie Jordan) at the Drinks Business Awards 2020

· Green Launch of the Year at the Drinks Business 'Green Awards 2019'

· Innovation in Packaging Award at the Spirits Business Award 2019

Avallen Founders:

Stephanie Jordan: Drinks industry consultant and founder of DrinkingOutLoud and former brand ambassador for one of the biggest brands in the world 

Tim Etherington-Judge: Founder of Healthy Hospo 

MANGROVE UK

Created by John Coe and Nick Gillett, Mangrove sought to nurture a strong portfolio of specialist spirits and liqueurs to meet the rapidly evolving UK drinks industry. Mangrove ensures it represents the highest quality of brands by hand-selecting all products based on their provenance, category authenticity, innovation and commercial value to the trade.

Armed with an intriguing and diverse portfolio, Mangrove takes an all-encompassing approach to building brands in the market, underpinned by knowledgeable ex-bar professionals who provide an intimate insight to the dynamic UK drinks trade.