LONDON: Fortnum & Mason tea, Burberry raincoats, but also beans and dog food: with the death of Elizabeth II, the Queen’s 600 favorite brands lose the royal mandate and must now wait for the approval of the new monarch.
If they do not win the favor of Charles III, they will have two years to remove the seal that marks them as regular suppliers to the royal family. As a prince, Charles had already awarded him more than 150 marks.
Above all, it is a guarantee of quality: “beneficiaries of a royal warrant receive a magnificent document and the right to put the appropriate royal seal on their products”, says only the Association of Holders of Royal Warrants.
But for some of these companies, their ties to royalty are a powerful selling point, even if the real impact on sales is difficult to measure.
Fortnum & Mason, supplier of tea to the Royal Family, assures in all its communications that it is “proud to have held a mandate from Her Majesty since 1954, and to have served with the rest of the Royal Family throughout his life”.
The luxury foodie, which claims that its “Royal blend” tea was created for King Edward in 1902, will not lose its mandate, as it also has a mandate granted by Prince Charles.
Another big name in tea, the Twinings brand is also one of the royal family’s suppliers.
Dubonnet and champagne
Among other brands that benefit from its association with the queen, the Dubonnet wine aperitif, one of the two ingredients of her favorite cocktail, the Dubonnet & Gin, according to the British press.
As for clothes and accessories, Launer, which sells bags with which the queen was inseparable, boasted of supplying the sovereign since 1968, but now risks losing its precious cachet.
By contrast, Barbour jackets, particularly suited to the capricious weather of the United Kingdom, were appreciated by Charles III as by his mother.
The brands do not pay royalties for this prestigious mandate, nor do they provide the Crown for free or at a preferential rate.
For those who are less associated with the Queen in the collective imagination, the mandate is “above all the recognition of know-how and tradition”, explains Christian Porta, Deputy General Manager of Pernod Ricard, owner of Dubonnet.
The French wine and spirits multinational has two mandates, for Dubonnet, but also for Mumm champagne (the royal family, very fond of champagne, also grants its seal to Bollinger, Krug, Lanson, Laurent-Perrier, Louis Roederer, Moet & Chandon, and Veuve Clicquot).
Consumer brands also have the royal mandate, such as Heinz, known for its ketchup and especially its white beans in tomato sauce loved by the British, or a variety of dog food.
For Kellogg’s cereals, “it’s good that an American brand like ours is establishing itself in the UK”, explains Paul Wheeler, in charge of brand communication for the UK.
According to him, Kellogg’s has supplied the royal family continuously since the end of the reign of George VI, the father of Elizabeth II: “We had a truck dedicated to the delivery of the royal family, which traveled from our factory to the palace . , and that she was nicknamed Geneviève,” he says.
From now on, the criteria for obtaining the renewal of the mandate every five years are strict: “it is no longer just about giving an impeccable service but also about showing that we are a good company”, with particular criteria. of respect for human rights, he added.
As a result, the royal seal is therefore, according to him, also a “guarantee of quality”, which some Britons can use to choose their products.