Fit for a King

You’ve narrowed it down to two labels when you spot the Royal Coat of Arms on one of them. It suddenly becomes ‘no contest’. If it is good enough for the King, then it is good enough for you. A ‘Royal Warrant’ is the ultimate third-party endorsement.

What is a Royal Warrant? A Royal Warrant of Appointment is a document that permits a company to use the royal arms in connection with its business in an appointed trading capacity. It is granted for up to five years at a time as a mark of recognition for the ongoing supply of goods or services to the Royal Household. There are currently about 800 holders of Royal Warrants, including 24 brands in the drinks industry: Gordons Gin, Martini, Laphroaig, Johnnie Walker, Taylor’s Port, Pimm’s and several well-known champagne brands, according to the Royal Warrant Holders Association website.

Royal Warrants only last for five years before the holder is obliged to re-apply. After the death of a monarch, Royal Warrant holders have just two years to reapply before their warrant expires. Royal Warrants are only granted to individuals or companies that provide goods or services to the Royal Household. Between 20 and 40 Royal Warrants are cancelled each year if the product or service is not up to scratch, discontinued, the business stops trading or the company goes into liquidation or is declared bankrupt.

It costs nothing to apply for a Royal Warrant. To qualify the applicant must have supplied a product or services on a regular and on-going basis to the Royal Households for not less than five years out of the past seven. Among other things, applicants are also required to demonstrate that they have an appropriate environmental and sustainability policy and action plan.

Wine producers who supply the royal household should apply for a Royal Warrant. It is a long shot, but if successful you will have access to the ultimate bottle sticker: dev.royalwarrant.org/