Pernod Ricard offloads Becherovka to Maspex

French firm Pernod Ricard has agreed to sell Czech herbal liqueur Becherovka to Poland’s Maspex Group for an undisclosed sum.

The transaction will also see Maspex take ownership of the brand’s production and logistics facilities in Karlovy Vary, Czech Republic, where Becherovka operates a visitor centre.

Pernod Ricard said the herbal liqueur is one of the world’s leading bitter brands, particularly in Central Europe. Becherovka sold nearly 600,000 nine-litre cases in 2022.

Fabrice Audan, CEO of Pernod Ricard Wyborowa and of the Pernod Ricard Central and Eastern Europe management entity, said: “The sale of Becherovka is part of our active portfolio management and we will remain focused on our strong ambitions in Europe with a sharpened portfolio strategy. We wish the new owner of this iconic brand to build on the strong success we have paved over the years.”

Created in 1807, Becherovka (38% ABV) is made using approximately 20 herbs and spices. The brand’s range has extended in recent years with the launch of a low-ABV lemon-flavoured variant and Becherovka Unfiltered.

Maspex is the owner of Żubrówka, the world’s third biggest-selling vodka, according to The Brand Champions 2023 report.

The purchase of Becherovka follows Maspex’s US$973 million acquisition of nine Polish vodka brands, including Żubrówka, from Russian producer Roust in November 2021.

Krzysztof Pawinski, CEO of Maspex Group, added: “Becherovka is a heritage brand deeply rooted in local tradition with great growth potential. It is our 21st transaction overall and the second deal in the spirits segment – a category where we see vast opportunities. We would like to thank Pernod Ricard for their trust in our vision and all the parties supporting us in this competitive auction.”

Maspex is described as the largest private Polish food company and one of the biggest in Central and Eastern Europe.

The deal is subject to customary conditions and is expected to be completed by the end of June 2024.