La Martiniquaise-Bardinet buys Generous Gin

French drinks group La Martiniquaise-Bardinet has acquired Generous Gin owner Ôdevie Creative Spirits.

The purchase includes the company’s French brand, Generous Gin, and its Island Signature Rum portfolio.

Financial details of the acquisition were not disclosed.

Produced in the Cognac region of France, Generous Gin was bought to ‘enrich’ La Martiniquaise-Bardinet’s ‘craft from France’ portfolio.

The packaging was inspired by the traditional bottle used by herbalists, and is adorned with flowers and leaves on a white background.

Thibault de la Fournière, founder of Ôdevie Creative Spirits, said: “Our DNA is the creation of premium spirits brands for liquor stores and on-trade. Generous Gin and Island Signature Rums have been acclaimed by consumers.

“In 2022, after a strong 2021 year, we decided that it was necessary to find a new growth driver to accelerate our development. We have shared with La Martiniquaise-Bardinet teams the passion for ‘à la Française’ [French-made] spirits and are very proud to entrust our brand portfolio to the expertise of their international teams. We wish them success and much pleasure.”

La Martiniquaise-Bardinet, who also owns Gibson’s Gin, said the addition of the two brands to its portfolio would be ‘very strategic’ to its on-trade and off-trade goals.

Cyril Cahart, La Martiniquaise-Bardinet operational managing director for France, added: “We are very excited to welcome Generous Gin and Island Signature Rums in our portfolio. These premium brands, created and developed by Ôdevie, will be very strategic to enrich our offer to our partners on the liquor store and on-trade channels.

“These two brands benefit from an excellent market dynamic and perfectly meet the consumer expectations for ‘crafted in France’ premium spirits for Generous Gin and exploration of different origins for Island Signature Rums.”

In other gin news, Asian and South American markets were credited for helping UK gin exports bounce back in 2022.