Sazerac buys stake in cocktail bitters company

Buffalo Trace Bourbon owner Sazerac has continued its rapid acquisition activity with the purchase of a “strategic interest” in cocktail bitters producer Bittermens.

Sazerac has increased its footprint in the cocktail bitters segment with a “strategic interest” in Bittermens

The company’s founders, Avery and Janet Glasser, will “continue to lead the business”, while Sazerac will manage the sales, marketing and distribution of all Bittermens brands. The price of the acquisition has not been disclosed.

Said to be “America’s first contemporary bitters company”, Portland-based Bittermens launched in 2007.

“The synergy between Avery and Janet’s work in the contemporary cocktail scene combined with our historical roots made for a natural fit between Sazerac and Bittermens,” said Mark Brown, president and CEO of New Orleans-based Sazerac.

“We are looking forward to meshing together the creativity of the Glassers with our team of marketing and sales experts to strengthen the overall bitters and cocktail modifiers category.”

Sazerac’s involvement in the bitters category dates back to the 1930s with the launch of Peychaud’s Bitters, now created at the Buffalo Trace Distillery in Kentucky.

“We are thrilled to find a company whose vision, values and corporate culture so perfectly complements ours,” said Avery Glasser. “The great things that we will be able to do as part of the Sazerac family feel limitless.”

Sazerac has made a significant number of acquisitions in the past 12 months, mostly recently purchasing an American whiskey distillery in Tennessee – believed to be the site that creates Popcorn Sutton – and Cognac house Domaine Breuil de Segonzac.

In an interview with The Spirits Business last year, Brown said he did not expect Sazerac’s M&A activity to slow down.