The big players investing in super-premium-plus gin

Gin startups have been one of the spirits industry‚Äôs recent success stories, but many are now being targeted for acquisition by the big players. SB finds out why these buyouts could be a good move for both parties. *This feature was originally published in the July 2020 issue of The Spirits Business A number of leading firms have turned heads with acquisition activity in the gin category over the past few years, most notably splashing…

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Monkey 47 marks 10 years with empty bottles

Pernod Ricard is celebrating 10 years of Monkey 47 with the launch of six anniversary bottles to raise money for endangered primates – but they won’t be filled with gin. The launch is part of Monkey 47’s new campaign, Sad but True, designed to raise awareness of how deforestation and poaching are affecting the world’s primate population. The anniversary bottles of Monkey 47 will not contain any gin, but all profits will be donated to…

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Pernod takes full ownership of Monkey 47

French drinks group Pernod Ricard has continued its acquisition spree by purchasing the remaining stake in Monkey 47 gin for an undisclosed sum. Pernod Ricard initially bought a majority stake in Monkey 47 in 2016 and is now the sole owner of the ultra-premium brand. Alexandre Ricard, chairman and CEO of Pernod Ricard, said: “This partnership is a clear example of Pernod Ricard’s ability to incubate small independent distilleries while respecting entrepreneurial freedom and the…

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