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?

Wild Geese wins case to launch in Australia

Avalon Group’s Wild Geese Irish Whiskey brand is now free to launch in the more...

Gruppo Campari: 'There will be no bargain sales'

Bob Kunze-Concewitz, Gruppo Campari CEO, has said there will be "no bargain more...

Ghost Vodka returns to Tramp for 'inspired' cocktail evening

Following an action-packed month hosting events at some of Europe's most more...

Pennsylvanian distillery offers 'seasonal' gin line

Brandywine Branch Distillers has launched The Revivalist Gins, a four-strong more...

Speyside Distillery student graduates from PSTA

The first Chinese national has graduated from the Prince’s School of more...

WSTA expresses 'confidence' in new PM May

The Wine and Spirit Trade Association has expressed “confidence” that new more...

Beefeater unveils movie-inspired bottle

Beefeater Gin has launched a limited edition bottle to kick off its digital more...

Bacardi GTR takes ‘craft’ rum focus to Sydney

Bacardi Global Travel Retail has partnered with retailer Heinemann Australia to more...

Manchester launches 'first' cocktail festival

Manchester Loves Cocktails takes place between 8-14 August and will bring more...

Snow Queen Martini Masters returns for 2016

The Snow Queen Martini Masters cocktail competition is now open for entries, more...

Constellation Brands elects Tiffany exec to board

Constellation Brands has elected Frederic Cumenal, CEO at luxury jeweller more...

Conviviality celebrates 'strong' full year results

Conviviality Plc has reported a "transformational" year of skyrocketing sales more...

Kerrygold launches airport pop-up

Irish brand Kerrygold has unveiled a pop up store at Dublin Airport, allowing more...

The Connaught Bar wins World's Best Bar at TOTC

London’s The Connaught Bar has been named World’s Best Bar at the 10th more...

Top six new spirits books for summer 2016

It's holiday season – so what better time to start that new book? If you're more...

Irish drinks industry calls for excise tax reduction

The Drinks Industry Group of Ireland is urging the government to reduce excise more...

Top emoji cocktail recipes for World Emoji Day

Beam Suntory-owned melon liqueur Midori has created emoji-inspired cocktail more...

Hpnotiq liqueur partners with 2 Chainz

Hpnotiq liqueur has launched the second phase of its #SINCE2001 campaign this more...

Diageo's group strategy director steps down

Anna Manz, group strategy director at Diageo, is to leave the company in more...

Bacardi-Martini assigns Patrón activation partner

Bacardi-Martini UK has appointed launch marketing agency Five by Five to more...