Bacardi buys St-Germain elderflower liqueur

8th January, 2013 by Becky Paskin

Bacardi has acquired premium elderflower liqueur brand St-Germain, and plans to roll it out on an international scale.

St-Germain Bacardi

Bacardi has paid an undisclosed sum for French elderflower liqueur brand St-Germain

St-Germain elderflower liqueur was launched six years ago in France by The Cooper Spirits Company. Its founder Robert Cooper will continue to work with Bacardi as brand guardian and spokesperson as the brand builds on its existing presence in the US and other global markets.

Barry Kabalkin, vice chairman of Bacardi, said he expected St-Germain to become an iconic product amongst its portfolio of international brands.

“St-Germain is set to follow other successful Bacardi acquisitions of cutting-edge brands—Grey Goose super-premium vodka, Bombay Sapphire gin and Patròn tequila, in which Bacardi owns a significant minority stake,” he said.

“We are thrilled to add St-Germain to our highly focused portfolio of iconic brands and honored to be working with Rob Cooper who is one of the industry’s most successful innovators.”

As part of his new role, Cooper will continue to head bartender support program L’Equipe St-Germain .

“Bartenders and mixologists are true artists and have been incredibly supportive and gracious to spend time with me to learn about my vision behind St-Germain,” he said.

“Bacardi understands the critical importance and stature of mixologists in the spirits industry and will further develop the initiatives we have started. With the resources of Bacardi, this is really exciting.

“With Bacardi’s help, St-Germain can now become a truly international brand. That’s something that would have been difficult for me to achieve as a small, creative brand-building company.”

St-Germain recently revealed the launch of a US$1,000 ‘modern-vintage’ bicycle designed to carry a bottle of the liqueur.

Leave a Reply

If that's interesting, how about these?

Sierra Tequila reveals coffee-flavoured liqueur

As the trend for coffee-flavoured spirits continues Sierra Tequila has unveiled more...

The Whiskey Affair all set for first Brighton show

Following the inaugural launch in London last year, whisky show The Whiskey more...

Balcones makes senior market and distribution appointment

Texas-based Balcones Distilling has named Mark McKethan as director of market more...

Speyside Distillers secures £2.3m for expansion

Speyside Distillers Company, whose global ambassador is retired footballer more...

Top 10 spirits marketing campaigns in January 2016

In this latest batch of spirits industry marketing campaigns, Hollywood actress more...

William Grant 'evolves' US commercial team

Glenfiddich Scotch whisky maker William Grant & Sons is targeting “continued more...

Loch Lomond Scotch whiskies set for US debut

Independent distiller and blender, Loch Lomond, will enter the US market more...

The week in pictures

In just one week we've crammed in barrel-aged cocktails at Big Easy, delectable more...

Liquid Riot branches out into amaro category

Maine-based distiller and brewer Liquid Riot Bottling Company has expanded its more...

Jack Daniel's creates branded vintage motorcycle

Jack Daniel’s has teamed up with Indian Motorcycle to create a limited more...

New Irish distillery debuts blended whiskey brand

The first distillery in Donegal for 174 years, Sliabh Liag Distillery, has more...

United Spirits net sales slip 45% in Q3

United Spirits’ standalone net profit for its third financial quarter ending more...

Rémy Cointreau renews US distribution deals

Rémy Cointreau has renewed a series of exclusive distribution agreements in more...

Warner Edwards enjoys 400% on-trade growth

Gin distiller Warner Edwards witnessed a 400% spike in UK on-trade sales more...

Brown-Forman to buy back $1 billion shares

Brown-Forman has approved a US$1 billion share repurchase programme following more...

SWA meets with Treasury over tax 'burden'

Representatives from Scotch Whisky Association have met with the UK Treasury to more...

Quintessential takes gin distribution in-house

London-based drinks group Quintessential Brands will take on-trade distribution more...

Diageo loses £400 million net sales in H1

Diageo has witnessed a net sales drop of £400m during the first six months of more...

Bacardi GTR drives category in Auckland

Bacardi GTR and ARI have teamed up at Auckland Airport to implement a more...

Bacardi files FOI request in Havana Club dispute

Bacardi is seeking Freedom of Information Act details from the US government more...