With the arrival of King Charles III, the “royal seal” of prestigious brands was brought into play

Posted Sep 17, 2022, 6:26 PMUpdated on Sep 17, 2022 at 6:27 PM

Fortnum & Mason teas, Burberry raincoats, but also beans and dog food: with the death of Elizabeth II, the late queen’s 600 “favorite” brands lose their royal mandate and must now await the approval of the new monarch, King Charles III.

If they do not win favor with the new King of England, they will have two years to remove the seal that marks them as regular suppliers to the royal family. When he was prince, Charles had already granted it to more than 150 marks.

This royal seal is above all a guarantee of quality: “The beneficiaries of this mandate receive a magnificent document and the right to place the appropriate royal seal on their products”, simply indicates the Association of holders of this mandate.

If for some of these chosen companies, their links with royalty are a strong commercial argument, it is however difficult to measure the real impact on sales. The brands do not pay any royalties for this prestigious mandate, nor do they provide the Crown for free or at preferential rates.

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 Managing Director of Pernod Ricard, which owns Dubonnet, a French multinational wine and spirits company.

Many luxury brands endorsed, including French ones

The French group has two royal mandates, for its Dubonnet flavored vermouth and Mumm champagne. The royal family, very fond of this spirit according to the British press, has also granted its seal to the brands Bollinger, Krug, Lanson, Laurent-Perrier, Louis Roederer, Moet & Chandon and Veuve Clicquot.

Fortnum & Mason, tea supplier to the royal family, ensures in all its communication “to be proud to have held a warrant from Her Majesty since 1954, and to have served it with the rest of the royal family all her life”. The luxury grocer, who claims that her “Royal blend” tea was created for King Edward in 1902, will not lose her mandate, since she also holds a mandate awarded by Prince Charles. Another big name in tea, the Twinings brand is also one of the suppliers of the royal family.

In terms of clothing and accessories, Launer, which sells handbags with which the queen was inseparable, prided itself on 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 prized by Charles III as they were by his mother.

Consumer brands also have the royal warrant, such as the American Heinz, known for its ketchup and especially its white beans in tomato sauce, adored by the British, or a variety of dog food. Across the Atlantic, there is also the cereal manufacturer Kellogg’s, supplier of the royal family since the end of the reign of George VI.

Tightened award criteria

From now on, the criteria for obtaining the renewal of the term of office every five years have been tightened: “It is no longer just a question of providing impeccable service but also of showing that we are a good company”, with in particular criteria of respect of human rights, sums up Paul Wheeler, in charge of Kellogg’s communication for the United Kingdom.

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.

With AFP

With the arrival of King Charles III, the “royal seal” of prestigious brands was brought into play