Pernod Ricard buys majority stake in Monkey 47By Amy Hopkins
French drinks group Pernod Ricard has acquired a majority stake in German gin brand Monkey 47 for an undisclosed sum.
Purchased via the firm’s German subsidiary, Pernod Ricard Deutschland, Monkey 47 is a dry gin produced in the Black Forest region of Germany.
The gin, which is made using 47 handpicked botanicals, has gained a global following since its launch in 2011, and is now available in 50 countries across four continents.
Its producer, Black Forest Distillers GmbH, signed a takeover deal with Pernod Ricard in Berlin yesterday, extending French group’s footprint in the super-premium gin category. Currently, Pernod produces the Beefeater, Plymouth and Seagram gin labels.
“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,” said Alexandre Ricard, chairman and CEO of Pernod Ricard.
“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.”
The price of the takeover has not yet been disclosed, nor has the percentage shareholding between both Pernod and Black Forest Distillers.
“The partnership with Pernod Ricard was a personal decision,” said Alexander Stein, CEO of Black Forest Distillers.
“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.”
In February last year, Alexandre Ricard revealed that his firm was “looking very closely” at acquiring a craft spirits brand.