The Official National Calvados Week 25
UK Bars and Retailers Join Forces for the 13th Year of the Official National Calvados Week with Père Magloire
The Official National Calvados Week (6th–12th October) returns this autumn, marking the UK’s official celebration of Normandy’s most historic apple brandy, Calvados. First launched in 2012 by Emporia Brands and one of the most respected Calvados Houses, Père Magloire, the campaign was launched to educate consumers on one of the most sustainable and luxurious spirits in the world and a sometimes-forgotten spirit category. Today, more than a decade on, National Calvados Week continues nationwide, uniting retailers, bars and restaurants across the country in celebration of Calvados’ rich heritage, versatility and sustainability.
At the heart of the celebration is Père Magloire, one of the world’s most recognised and respected Calvados producers. Founded in 1821, Père Magloire has become synonymous with quality, tradition, and innovation, producing Calvados that is enjoyed in over 40 countries worldwide.
Each bottle of Calvados begins with the annual Normandy apple harvest. Apples from over 300 varieties are pressed, naturally fermented, and carefully distilled before ageing in oak casks. This process is rooted in centuries of craft but also reflects the inherent sustainability of Calvados production: apples are a renewable crop, grown without the need for intensive farming, and the entire production cycle – from orchard to glass – carries a minimal environmental footprint compared with many other spirits.
This year’s programme includes a variety of nationwide activities, with national retailers promotions, independent merchant events, and a vibrant on-trade cocktail presence. Some of the participating accounts include:
· Retailers & Online: Waitrose (20% off VSOP with national advertising), DrinkFinder, DrinkSupermarket, Distillers Direct (all running 20% promotions, banners, and mail-outs).
· Wholesale & Merchants: HT Drinks (trade pop-up sampling), Cambridge Wines (Calvados Day sampling).
· Bars & Restaurants: A wide range of venues across London, Scotland, and the Midlands featuring Calvados cocktails, specials, staff trainings, and events. Highlights include Homeboy, Coupette, Hawksmoor, Voyeur, Climat, Raging Bull, The Gadabout, and Luckenbooths, with others hosting immersive serves, pitcher cocktails, and seasonal dessert pairings.
· Content & Community: Social and digital activations across Instagram and trade platforms, with participating bars such as Bonnington, Cocktail Geeks, Kelvingrove Café, and Tippling House showcasing Calvados cocktails to their audiences.
· Special Events: Toons & Maytails (Industry Night with Apple Bobbin, 12th Oct), Decanter Spirit (Brandy Barrel Tasting, 25th Oct), and Melville & Sons (dedicated Calvados features throughout November).
Together, these activations will see more than 30 bars and retailers spotlighting Père Magloire Calvados throughout October, ensuring greater visibility with both trade and consumers.
This year also marks a new chapter with the appointment of Toby Shellard as UK Country Manager for Père Magloire. Toby will be working closely with Emporia Brands to strengthen listings, activations, and long-term growth of the category in the UK. Toby commented “I’m extremely excited about working alongside the team at Emporia Brands, raising awareness of the Calvados category and the award-winning Pere Magloire Brand, showcasing its incredible versatility from simple serves that can be enjoyed at home to top end cocktail bar creations”
“After an inspiring team visit to the distillery connecting with the incredible team behind Pere Magloire, were incredibly excited to bring National Calvados Week to the UK for the 13th Year. It’s a wonderful opportunity to celebrate the craftsmanship and passion that goes into every bottle and to share this remarkable Spirit with a wider audience across the whole of the UK.” Jack Rackham, Managing Director at Emporia Brands.
Follow the activity on our Instagram channel and contact info@emporiabrands.com for more information on National Calvados Week and how you can get involved
