Belvedere sells off Danzka Vodka
French drinks group Belvedere has sold the Danzka Vodka brand to the Behn Group for €19.4 million, where it will become one of the German operator’s “main assets”.
Danzka, which is currently available in over 50 markets, is one of the largest premium vodka brands in global travel retail with 2.6 million bottles sold in 2012.
Its acquisition, completed on 1 April, is the largest made by Behn in its 120-year history.
Rudiger Behn, managing director of Behn’s liquor division Waldemar Behn Company, said: “Danzka’s long journey has now come to an end. Danzka is going to be one of our main assets.
“Danzka ensures our independence in the liquor industry and will boost our international business, especially in duty free, heavily. And, finally, with Danzka we are invested now in one of the largest and fastest growing spirit categories.”
The brand recently launched its World Editions 2013 limited edition release, presented in Danzka’s iconic aluminium bottles in pink and gold with a digitalised world map.