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?

Deep Eddy Vodka hits one million case sales

Heaven Hill Brands-owned Deep Eddy Vodka has exceeded one million annual case more...

Southern Glazer’s hires Redell for Campari brands

US drinks distribution company Southern Glazer’s Wine & Spirits has appointed more...

Halewood secures £50m to grow portfolio

Whitley Neill gin maker Halewood Wines & Spirits has secured a £50 million more...

Foxhole releases second grape-based gin

Following the release of its introductory English gin in 2016, Foxhole Spirits more...

Stoli targets millennials with new TV ad

Stolichnaya Vodka has unveiled its first television commercial in seven years more...

Oregon spirits producer buys craft bottler

Oregon-based Eastside Distilling has acquired third party craft spirits more...

Constellation Brands boosts paid parental leave

US-based drinks group Constellation Brands has expanded its paid parental leave more...

Bushmills unveils Bourbon finish in US

Irish whiskey brand Bushmills has introduced a Bourbon cask-matured expression, more...

Distell and Stock Spirits ink UK distribution deal

Central and Eastern European producer Stock Spirits has expanded its more...

Greenall's unveils new design inspired by 1700s

Quintessential Brands-owned Greenall’s gin has revamped its bottle to reflect more...

Work starts on Dublin Liberties Distillery

Quintessential Brands has commenced work converting a historic Dublin building more...

Vinexpo sets sights on US in 2018

After success in Europe and Asia, the team behind international wine and more...

Crystal Head Vodka revives 'knock-off' lawsuit

Globefill Inc has returned to court in a trade dress infringement case against more...

Jägermeister on 'solid' growth trajectory

German herbal liqueur brand Jägermeister recorded "solid" single-digit volume more...

Sidney Frank rebrands as Mast-Jägermeister US

Sidney Frank Importing Company has changed its name to Mast-Jägermeister US more...

Baijiu category beats whisky on value

The global baijiu category has overtaken whisky to become the most valuable more...

Top 10 tea-flavoured spirits

Tea-based spirits have come to the fore in recent years, providing bartenders more...

Jägermeister grows exec board to three

Mast-Jägermeister has appointed Christopher Ratsch as its latest board member, more...

Rum's renaissance 'a complex picture of growth'

Rum might be the last spirit category to truly go premium, but there’s more...

Plantation Rum owner buys Barbados distillery

Maison Ferrand, maker of Plantation Rum, has acquired the historic West Indies more...