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Babco merges with Innovatus Drinks

Neptune Rum owner Babco will merge with spirits producer Innovatus Drinks to create a ‘powerhouse’ in the alcohol sector.

Neptune Rum, owned by Babco
Neptune Rum joined Babco’s portfolio in 2022

The UK-based drinks producers will operate as one under a new name, Babco International.

The merger was established to allow the firms to tap into ‘evolving consumer habits and preferences’, while focusing on sustainability and ‘cutting-edge’ technology.

The companies said the merger creates a ‘powerhouse’ in the alcohol sector with a combined annual revenue of more than £4 million (US$4.7m) expected in the first year of operation.

The two firms intend to ‘revolutionise’ the industry by ‘leveraging their complementary strengths, diverse product portfolios and shared vision for innovation and sustainability’.

Innovatus Drinks produces Horse Guards Gin, Barentsz Gin, Pedrino Spritz and Wing Walker Rum. The company purchased Sollasa, an apéritif brand designed to be paired with Indian food, last year.

Babco owns Neptune Rum, which it acquired in 2022, and Tofka toffee-flavoured vodka.

Innovatus Drinks is said to bring expertise in high-quality spirits production, while Babco offers scale, distribution networks and operational efficiency.

The combined entity will work on expanding its range of spirits and beer, extend its global reach by entering new markets and ‘accelerate efforts’ to cut environmental impact with a specific focus on ocean-saving initiatives.

The leadership team will include senior executives from both Innovatus Drinks and Babco.

Babco’s Lewis Bowen, former group CEO of Neptune Rum, will become CEO of the combined company.

He called the merger a “significant step forward for both companies”.

“Together, we’re uniquely positioned to redefine the drinks landscape, delivering products that resonate with consumers while championing sustainability,” Bowen continued.

Mark Crowther, a former Diageo and Carlsberg executive, will take on the role of non-executive chairman of the board.

Crowther has held non-executive chair positions at The Pub People Company, Darwin & Wallace and Curious Brewery.

“By joining forces, we’re combining Babco’s scale and operational excellence with Innovatus’s creativity and premium brand expertise,” Crowther stated.

Crowther believes the new company will “unlock significant opportunities for growth and innovation” and explore “further brand acquisition opportunities”.

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