2024 is coming to an end and next January marks the first anniversary of the reign of Frederik of Denmark His unexpected accession to the throne, since everything indicated that Margaret II would remain head of state until the end, took place on January 14, and although not much had changed during this time, the new king did not want to end. Year without announcing a measure that, according to him, no longer exists. The King of Denmark ended the custom Kongelig Hoflevrandor or “court suppliers”, a seal given to companies or merchants who regularly supply goods or services to the Danish Royal House. This royal guarantee, which is very popular in the United Kingdom, was an endorsement, a way of saying that the product in question was eligible for royalty. In general, this seal, which is gradually being erased, was granted to Danish products, but they made an exception with cognac, whiskey and champagne.
Historically, the supplier seal of the Danish Royal House was awarded to companies or merchants who regularly supply goods or services to the court and gives special recognition to a company based on quality and social responsibility criteria. This list includes all kinds of products: boats, pharmacies, jams, jewelry, tablecloths, chocolates or paints for furniture, among others. They are all but Danish companies, manufacturers and producers when it comes to drinks, as the Danish seal is found on five foreign brands: French cognac and champagne, Scotch whisky, port wine and mineral water from a spring in Sweden. We should not forget that the late Prince Henrik, Queen Margaret’s husband, was quite the gourmet as well as being French.
The Royal House, led by Federico, considers that this contract affects individual companies and is no longer current, because the list includes suppliers who no longer supply the court or who are very punctual, while there are products and services that they accept. Regular that they don’t have that guarantee seal. Be that as it may, the new king felt that his obligation was to remain with the bulk of the business and productive fabric of his country and not to make any distinction based on an obsolete system.
© Getty ImagesThis system, derived from medieval supply systems, is still in force in the courts of the UK and Sweden. Companies awarded the Royal Warrant are privileged to display the Royal Coat of Arms on their products and promotional materials, representing a seal of quality and prestige. Not to mention that it represents a tourist attraction. According to British media value14% of tourists are willing to pay more for products that have a seal of royalty, knowing they are buying a premium product. During the reign of Queen Elizabeth II, 686 were awarded and it was only the heavyweights of the monarchy, i.e. the King and Crown Prince or Princess, who could bestow this distinction.
