Queen Elizabeth's Favorite Brands Face Deprivation of Royal Warrant

Queen Elizabeth’s Favorite Brands Face Deprivation of Royal Warrant

High-end supermarket chain Waitrose received a royal warrant, but now, like others, will have to reapply after Charles takes the throne. — © AFP

Joseph SOTINEL

The death of Queen Elizabeth II means that about 600 of her beloved brands are at risk of losing their royal warrant and must now wait for the approval of her successor, King Charles III.

Fortnum and Mason teas, Burberry raincoats, Cadbury chocolates and even broom and dog food makers are among those facing a loss of royal prestige.

If they do not receive the new monarch’s approval, they will have two years to remove the seal that marks them as the sovereign’s favored purveyors.

In his former role as Prince of Wales, Charles has issued his own royal warrants to more than 150 brands.

First of all, a warrant is a sign of quality.

Holders of royal warrants awarded this honor may display the royal coat of arms on their products, packaging, premises and vehicles – Copyright AFP JOEL SAGET

Holders receive “the right to display the appropriate royal coat of arms on their products, packaging, stationery, advertising, premises and vehicles,” said the Association of Royal Warrant Holders.

For some companies, royal approval is a powerful selling point, even if it’s hard to measure the actual impact on sales.

Fortnum and Mason were grocers and grocers by appointment of Queen Elizabeth, and tea merchants and grocers by appointment of the Prince of Wales.

“We are proud to have received a warrant from Her Majesty since 1954 and have served her and the royal court throughout her life,” the luxury London department store said in a statement.

Fortnum and Mason have a long and close history with the royal family, having created Royal Blend tea for King Edward VII in 1902.

Twinings also held royal warrants to sell tea and coffee to Queen Elizabeth and the Prince of Wales.

– Dubonnet and champagne –

Among other brands that have capitalized on their association with Queen Elizabeth was the Dubonnet-based aperitif, a key ingredient in her favorite Dubonnet-and-gin cocktail.

Launer, who prided herself on supplying the Empress with her ubiquitous handbags since 1968, is now in danger of losing her precious seal.

However, Barbour jackets, especially suitable for country living in British weather, were the official manufacturers of waterproof and protective clothing for both Queen Elizabeth and her eldest son.

But for brands less associated with Queen Elizabeth in the public mind, the Royal Warrant is “first and foremost a recognition of know-how and tradition,” says Christian Porta, managing director of global business development for Pernod Ricard, which owns Dubonnet. , AFP reported.

The French multinational wine and spirits company holds warrants for Dubonnet as well as Mumm champagne.

However, in this area it has competitors: Bollinger, Krug, Lanson, Laurent-Perrier, Louis Roederer, Moet and Chandon and Veuve Clicquot also have royal warrants.

– More stringent criteria –

Consumer brands also carry the royal seal of approval, including Heinz, known for its ketchup and canned beans that the British love.

For a large Kellogg company, as an American company, “it’s nice to have such strong ties to the UK,” said Paul Wheeler, the brand’s spokesperson for the UK.

He said the company had been supplying the royal family continuously during the 70-year reign of Queen Elizabeth.

“We used to have a special van called Genevieve just for delivering cereal to the royals straight from the factory,” Wheeler said.

There is no cost to obtaining a Royal Warrant and providers continue to provide their services to the grantor on a commercial basis, while members of the Royal Family may also use other providers.

Royal warrants are valid for five years, but the criteria for renewal have been tightened.

“It’s not just about impeccable service,” Wheeler said. “You have to show that you have a good business”, especially in relation to human rights.

Thus, the Royal Warrant is a guarantee of quality that some Britons will use when choosing their goods and services.

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