British producer trademarks her cassis as she eyes global expansion

24 May 2017

Two years on from a memorable appearance on Dragons' Den, entrepreneur and founder of White Heron Drinks, Jo Hilditch, has successfully trademarked her Herefordshire-produced blackcurrant liqueur, British Cassis.

The decision was made to protect the brand after orders for the cassis were coming in from Australia, The Cayman Islands and Canada. Interest in the brand has also been shown across the length and breadth of Europe and the Far East, via an export partnership.

The brand’s expansion has come with more than a little thanks to a visit to the Dragons' Den in 2015. At the time, Hilditch had no idea what impact it would have on her fledgling brand. While she didn’t accept any investment, the experience is said to have encouraged her to invest from her main farm business and she has now evolved British Cassis into a highly sought-after liqueur.

The cassis recipe is said to be unique because the founder uses her own blackcurrant crop  grown on her farm in Lyonshall, Herefordshire. British Cassis is made using different production methods to the classic creme de cassis.

'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,' Hilditch said. 'By trademarking it we are guaranteeing our customer those very things. 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!'

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