‘British Cassis’ successful in trademark bid

The founder of a British premium drinks business has successfully trademarked her liqueur in order to protect both its quality and provenance.

Jo Hilditch, the founder of White Heron Drinks, has trademarked her Herefordshire-produced blackcurrant liqueur, British Cassis.

Hilditch created the blackcurrant recipe using her own blackcurrant crop that she grows on her farm in Lyonshall, Hereforshire. British Cassis is made using different production methods offering drinkers a “fresh and modern take” on the classic crème de cassis.

She said: “I am immensely passionate about the varieties of blackcurrants that we grow and use, and the production methods we have invested in to make this an exceptional cassis. We felt that the brand has reached a point where it needs this protection and we don’t want to see poor imitations stealing a march on us.”

Hilditch was able to expand sales of the brand following a visit to the Dragon’s Den in 2015. As a result of the visit she didn’t accept any investment (despite receiving offers from three Dragons) but the experience encouraged her to invest from her main farm business and she has subsequently been able to evolve British Cassis into a premium liqueur brand.

British Cassis has also appeared on BBC1’s Countryfile, profiling British blackcurrant farming.

Hilditch is chair of The British Blackcurrant Foundation and she acts as a food ambassador for Herefordshire. 

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