FDBusiness.com

French wine and spirits company Pernod Ricard, via its German affiliate Pernod Ricard Deutschland, is acquiring a majority share of the dry-gin brand Monkey 47, from German company Black Forest Distillers. The closing of the transaction is subject to approval by the relevant competition authorities.

With this investment, Pernod Ricard expands its portfolio further into the fast growing super premium gin category. Monkey 47 is already a very successful gin having won over many loyal consumers in the past years.

“Since 2011 we have admired the development of Monkey 47 and we are pleased to be able to shape the future of that fantastic brand together with our partner. There are moments in life in which you know immediately that you have found a jewel. And Monkey 47 is a jewel, perfectly matching the rising worldwide demand for craft gin with strong local roots. We share the same values that have driven the success of Monkey 47, such as authenticity, entrepreneurial spirit and passion for quality”, says Alexandre Ricard, chairman and chief executive of Pernod Ricard.

David Haworth, managing director of Pernod Ricard Deutschland, adds: “Pernod Ricard and Monkey 47 are a natural fit. The high-quality gin fits Pernod Ricard perfectly and Monkey 47 is seen as a cult brand by many bartenders. We want to not only develop the brand further in Germany but also to expand Monkey 47 globally in the future.”

The founder of Monkey 47 and chief executive of the Black Forest Distillers, Alexander Stein, remarks: “The partnership with Pernod Ricard was a personal decision. The company led by Alexandre Ricard distinguishes itself especially through a strong entrepreneurial character, a decentralised organisation and a global presence. Pernod Ricard is a companion who respects passion for brands, lives it and regards it as essential.”

CAPTION:

Alexandre Ricard (left), chairman and chief executive of Pernod Ricard, with Alexander Stein, managing director of Black Forest Distillers.